HOKA

How we helped HOKA grow its social presence in Singapore and Malaysia through performance education, product storytelling, and locally relevant content.

Localising a Global Running Brand for Southeast Asia

Creative & Content Marketing

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Social Media Management

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The Brief

Founded in France and recognised for its maximalist cushioning and performance-first design, HOKA had already built strong offline visibility in Singapore and Malaysia. But as the brand grew its footprint in Southeast Asia, it needed a more consistent and engaging social presence to match. The challenge was clear: localise the global HOKA story and turn awareness into an active, organic community.

Helping HOKA Go Further on Social

Our goal for HOKA’s Facebook and Instagram accounts across SIngapore and Malaysia, was to make the brand feel relevant, relatable, and rooted in the everyday lives of runners and fitness enthusiasts in the region. We built a content strategy around three key objectives: educate, inspire, and convert. Running-related topics like gait, dynamic warm-ups, and injury prevention were translated into easy-to-digest content, while new shoe models were introduced through lifestyle storytelling that showed how each product fit into real routines. To build stronger local resonance, we also spotlighted everyday runners, fitness habits, and community moments across Singapore and Malaysia. This helped shift the brand’s social presence from being purely product-led to one that felt more connected to the people wearing HOKA.

How It Went the Distance

Alongside always-on content, we ran monthly media buy campaigns to boost awareness and support product launches, while staying closely aligned with global brand guidelines. The result was a social presence that felt consistent worldwide, yet meaningful at a local level. Over the year, HOKA’s social performance showed clear and steady growth across both platforms. Engagement rate rose from 1.9% in January to 5.5% in December, while page and post reach more than doubled. Through a mix of strategic content, seasonal campaigns, and paid media support, we helped HOKA strengthen its digital presence in Southeast Asia, keeping momentum with a community that was ready to move with the brand.

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