To have maximum impact with a limited marketing budget.

Glow Festival had planned a 9-day festival, which was a biophilic experience to engage all our senses. We knew that the event was going to be great, but we needed a cost-efficient way to increase the awareness quickly.

We first engaged the help of 3 anchor KOLs - Christabel Chua (@bellywellyjelly) who has been the face of Glow since 2019, Steph Er (@steph_er) who joined Glow in 2020, and Alexander Yue (alexanderyue) to help us appeal to an often overlooked male audience. To support our 3 anchor KOLs and to maximise our audience reach to a niche fitness audience, we invited fitness/yoga instructors and enthusiasts to the event, and got them talking about the event. The result was 149 KOLs, with a good mix of nano, micro, mid-tier and macro KOLs.  

To ensure that hype was built on our own social media platforms, we did this with daily giveaways leading up to the event and wellness challenges to produce User Generated Content (UGC) and engage our audience.

On top of that, we announced that we were looking for "Singapore's Most Zen Intern", a moonshot viral attempt at finding a highly rewarded intern. We lucked out and found Natasha, a SEA Games Gold Medalist herself who became a familiar face during Glow Festival 2023. This allowed us to create content from her perspective, and she could also engage and interview participants for content during the 9-day festival.

This was all supported by on-ground and on-site production crew, footages, BTS shots that drove the Fear of Missing Out (FOMO) factor at the event.

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