Case Study:

GSS: Experience Singapore

gss-01

Job Scope

Project retainer

Date/Duration

Ongoing

Brief/Objectives

Strong PR driven campaign
Celebrating the 25th Anniversary of Singapore’s nationwide sale, Mutant was tasked to bring the refreshed brand to life. Driving a regional PR campaign that goes beyond just sales, Mutant’s challenge was to overcome the negative media perception of GSS from previous years, as well to reposition the brand focusing on experiential activities.

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Results

> 0
insights-driven
content pieces
0 %
engagement
rate
x
follower growth

What we have achieved:

  • S$6,041,897 in PR Value, double compared to previous years
  • 258 articles secured - over 85% more compared to the previous year
  • Secured and hosted 8 overseas media over 2.5 days (The Jakarta Post, Philippines Daily Tribune, Rappler, Philippines Star, Cosmopolitan Indonesia, Esquire Thailand, One Mega Group & OI! Magazine Vietnam)
  • Huge turnaround in media sentiment with largely positive-neutral sentiment and dominated by favourable articles