Watsons

Turning Sales Into Stories

How Can Engagement Be the Real Glow-Up?

Social Media Management

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Creative & Content Marketing

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The Brief

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

How We Recharged the Feed

We gave Watsons a social refresh built on four pillars. Brand stories, beauty and wellness tips, savings with a twist, and playful trends. The tone shifted into that of a smart friend: clear, witty, and relatable. Each platform had its flavour, with fun storytelling on Facebook and trend-led content sparking conversations on Instagram. Posts felt less like ads and more like conversations you’d share in your group chat.

What Resonated

Watsons’ feed became even livelier. Useful one moment, entertaining the next. The mix of stories, tips, and trends drew people in, sparked conversations, and built a stronger sense of community. The brand strengthened its social presence and showed that promos can build community as much as they drive sales.

More Projects

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FWD

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

CCF needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared.

CCF

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

FWD Insurance wanted to move beyond using social media as just a promotions channel. Their platforms were primarily focused on offers rather than building a community. As a brand that simplifies complicated parts of life, FWD needed a content approach that was more human, more helpful, and closer to their audience’s everyday lives.

FWD

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

CCF needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared.

CCF

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

Watsons

Turning Sales Into Stories

How Can Engagement Be the Real Glow-Up?

Social Media Management

Creative & Content Marketing

The Brief

How We Recharged the Feed

What Resonated

More Projects

FWD

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

CCF needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared.

CCF

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

FWD

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

CCF needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared.

CCF

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

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