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 upgraded Glow Festival 2020 from a two-day full-fledged festival 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.

The mini-events were a smash hit with Glow’s fan base and award juries alike. We scooped top honours with a Gold for Excellence in Pivot Marketing at the Marketing Excellence Awards. At the MARKies, we were awarded Silver for Most Effective Use of KOLs and two Bronze - one for Most Effective Use of Events (Virtual/Physical) and the other for Most Effective Use of Social Media.