Content Marketing: Meet The Shilla Duty Free Singapore’s New Bears!

Shilla Duty Free Singapore successfully launched “The Adventures of Toby & Tessa”, as part of their creative social media and content marketing campaign.

Content Marketing: Meet The Shilla Duty Free Singapore’s New Bears!

Shilla Duty Free Singapore successfully launched “The Adventures of Toby & Tessa”, as part of their creative social media and content marketing campaign.The Shilla Duty Free Singapore introduced their newest family members, Toby the traveler and Tessa, the aspiring blogger. The illustrated characters and story, “The Adventures of Toby & Tessa,” is the fruit of a content marketing and digital strategy on social media by The Shilla Duty Free with the help of a digital agency in Singapore.

These characters were created in support of the brand’s in-store gift promotion, where Toby and Tessa plush toys were given away to customers who purchased a minimum amount in The Shilla Duty Free.

Storytelling as a creative content marketing strategy

To pique their fans’ interest before the start of the actual promotion, Toby and Tessa was introduced through an illustrated story of their globetrotting adventures, and utilizing social media to spread their story.

By using The Shilla Duty Free’s Facebook, Instagram, Weibo, and WeChat accounts, fans got to follow the bears’ adventures as new chapters of their adventure were released every week. Each travel experience was made more unique, as blog posts written in Toby and Tessa’s perspective were shared for fans to enjoy.

From travel guides to beauty tips, these blog entries created depth of character, further humanizing Toby and Tessa and making them more relatable and engaging for the audience. With this, it gave fans something to look forward to, both from the story and the brand.

As a result of this digital campaign, the Toby and Tessa plush toys were sold out in just a span of 2 weeks.

Do you have a story to tell?

If you are seeking for a digital agency in Singapore who can develop characters, and craft an effective social media strategy for your campaigns seamlessly, IH Digital provides various digital marketing services that can help you build audiences for your brand. Contact us today.

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