COVID-19 upended plans for Glow Festival 2020. With strict lockdown measures and big-ticket competitors, our challenge was to pivot to grow brand love after a successful first-run in 2019 and position Singapore as a wellness destination regionally during a time when travel came to a standstill.
Working around safe distancing measures and budget constraints, we transformed Glow Festival 2020 from a two-day full-fledged into Glow On—a game-changing series of modular mini-events. Developed in partnership with Singapore Tourism Board and leading lifestyle brands, each Glow On event was held as an exclusive, invite-only experience for leading health & wellness KOLs in Singapore’s most ‘Instagrammable’ locations.
With 17 million impressions from KOLs and partner posts, 43 editorial articles across media and digital channels, and over 4.3 billion impressions worth of media mileage, our influencer-led event strategy knocked our metrics out of the park. By ensuring all the wanderlust content created during the events played well to our Glowgetters in lockdown, we were not only able to grow brand love but we also succeeded in showcasing Glow's ethos while positioning Singapore as a wellness destination on the world stage.