Visit Singapore The Journey TikTok Creator Challenge
Influencer MarketingWE ARE KOMODO sent six creators on a seven-day TikTok competition across Singapore for Visit Singapore, which the agency reports delivered 52M+ impressions.
About the campaign
Visit Singapore worked with WE ARE KOMODO on The Journey, a TikTok creator competition that the agency reports reached 52M+ impressions. Singapore wanted to reach potential Australian and New Zealand travellers. The goal was to show the destination as more than an airport stop over. The work focused on tourism sectors that appeal to Gen Z & Millennial travellers.
The agency created The Journey as a platform to showcase the destination organically on TikTok. Six creators took a seven-day trip through Singapore and competed in four tourism-driven challenges. Their followers guided them through adventure, culinary, cultural and iconic urban attractions. Each creator competed to become the Destination's Most Viral Creator. One follower won a trip to Singapore.
The agency reports 52M+ impressions and 3.9M+ engagements across the campaign. TikTok LIVE impressions reached 4.2M+. The campaign ran at a $6.8 organic CPM across 79 in-feed posts. Earned media value came to $22.5M.
Case in 60 seconds
Visit Singapore needed potential Australian and New Zealand travellers to see the destination as more than an airport stop over, which meant highlighting the tourism sectors that appeal to Gen Z & Millennial travellers.
Followers who steer a creator's route have a stake in what happens next, so seven days of choices made with an audience present Singapore as a place to stay because viewers picked each stop.
Komodo built The Journey as a TikTok competition format in which creators race through tourism-driven challenges to become the Destination's Most Viral Creator, so Singapore is shown through a contest rather than an advert.
Six creators spent seven days on four tourism-driven challenges across Singapore's adventure, culinary, cultural and iconic urban attractions, guided by their followers on TikTok, and one follower won a trip to Singapore.
WE ARE KOMODO reports 52M+ impressions, 3.9M+ engagements and 4.2M+ TikTok LIVE impressions at a $6.8 organic CPM, with $22.5M in EMV, from 79 in-feed posts across the competition.
Strategy Breakdown
Creative & Execution System
Assets & channels
- TikTok
Partners
- WE ARE KOMODO
Participation mechanic
- Followers guided the six creators through Singapore's adventure, culinary, cultural and iconic urban attractions during the competition, and one follower won a trip to Singapore.
Results & Evidence
| Metric | Value |
|---|---|
| Impressions | 52M+ impressions |
| Organic CPM | $6.8 CPM |
| Engagements | 3.9M+ engagements |
| TikTok LIVE Impressions | 4.2M+ impressions |
| In-Feed Posts | 79 in-feed posts |
| EMV | $22.5M EMV |
Why WE ARE KOMODO's strategy worked
- 1
Followers who guide a creator's route through a city return to see the next choice, so audience direction turns a travel series into a serial with a reason to watch every day.
- 2
A contest between creators gives each one a motive to push their own content, because the title of Destination's Most Viral Creator rewards attention, which helps organic distribution on TikTok.
- 3
Splitting a destination into adventure, culinary, cultural and iconic urban challenges lets one format cover several tourism sectors, so each challenge speaks to a different travel interest within the same audience.
- 4
A trip to Singapore offered to one follower ties watching the series to the chance of travelling, which links viewing the content to the act of visiting the destination itself.
Results
537.3K
Total engagements
16M
Total impressions
Results
2.2M
Actual impressions
120%
Engagement rate outperformance
2.3x
Instagram engagement vs benchmark