The Client
A shopping haven with over 200 speciality shops and food outlets, Square 2 is conveniently located at Novena MRT station and centred in the hustle and bustle of Novena’s office hub. With their myriad of tenants and services, Square 2 caters to many demographic groups – from the working professional to the heartwarming family.
What We Did
As part of a move to raise awareness of the multiple tenants of Square 2, we wanted to do more than just the norm of a shoutout post. Instead, we created a timeline contest to recognise the various shops.
In this contest, we gave users a mini-riddle in the form of emojis by putting 2 emojis together. We then asked users what the 2 emojis equated to and gave a hint that it was a name of a restaurant.
Strategy
We targeted adults who were aged 25- 50 because of their active social media presence. This age group is seen as a demographic that engages with social media as they adopt social media at a higher rate than other generations. Their engagement usually extends, but not limited, to reading, liking posts, and even sharing content.
Moreover, these adults were further specifically targeted according to their interests – family, fatherhood, motherhood, and other relevant shopping malls.
By adopting an approach that involves emojis, this method provides a refreshing and interesting perspective when used as a replacement for the English language. Considering that emojis are now widely used in every digital conversation, we figured that it would be a creative way to ride on the trend and incorporate it into our content, while still fulfilling the objective of raising awareness for their brands.
In addition, the targeted audience would be well-versed in emoji usage and would be able to participate and engage with the content.
