Turning a Neighbourhood Into a Game: How HIDDEN Singapore Won at Influencer Marketing

About the Brand

HIDDEN Singapore takes familiar places and turns them into something you did not see coming. Rather than a typical walking tour, they blend storytelling, puzzles, and real world exploration into experiences that feel more like playing a game than sightseeing.

For this campaign, the focus was Katong-Joo Chiat, one of Singapore’s most storied neighbourhoods.

But instead of framing it as another heritage trail, the experience reimagined the area through the world of MONOPOLY, mixing nostalgia and discovery in a way that made people genuinely curious.

The goal was simple: awareness. Stop someone mid-scroll and make them think, “Wait, what is this?”

The Campaign Objectives

The campaign aimed to:

• Build awareness for the MONOPOLY: HIDDEN Singapore experience
• Position Katong-Joo Chiat as a destination worth exploring in a fresh and playful way
• Drive engagement through short-form video content
• Connect with a broad mix of audiences including couples, families, and friend groups

The Challenges

Making a physical experience easy to understand online

Experiential campaigns often struggle on social media because people do not immediately understand what they are signing up for. The content needed to explain how the experience works quickly and clearly, without overwhelming viewers before they even got curious.

Standing out in crowded short-form feeds

Short-form feeds made that harder. On TikTok and Instagram Reels, attention is gone in seconds. The campaign had to earn that attention fast, competing against polished lifestyle and entertainment content that audiences are already conditioned to swipe past.

Reaching different audience groups naturally

Then there was the question of who to speak to. The experience had genuine appeal across families, couples, tourists, and friend groups. But casting too wide a net often means the message lands with no one in particular. The campaign needed to feel relevant to different audiences without losing its focus in the process.

Our Solution

Selecting influencers to experience-led storytelling

Rather than briefing influencers on what to say, the campaign focused on who they naturally are. Influencers were selected based on how organically they produce lifestyle, family, and day-out content.

From there, they simply documented the experience as it happened: solving clues, walking through heritage streets, and reacting to each checkpoint in real time.

That approach made all the difference. What audiences saw felt less like a promotion and more like a genuine recommendation from someone they already follow and trust.

Balancing platform roles for reach and engagement

Instagram and TikTok each played a distinct role. Instagram drove reach and engagement through visually rich Reels, with the neighbourhood’s murals, Peranakan shophouses, and game mechanics giving influencers plenty to work with. TikTok supported discovery through curiosity-led hooks and a more relaxed, spontaneous storytelling style that suited the platform’s audience.

Running both together meant the campaign stayed visible across different content behaviours, reaching people at the point where they were most likely to pay attention.

Structured campaign configuration for stronger audience understanding

Experiential campaigns can unravel quickly on social media when the mechanics are too layered to grasp in a short video. To keep things clear without killing the curiosity, the messaging was shaped around a single, consistent angle across all influencers: this is a real-world MONOPOLY adventure set in Katong-Joo Chiat.

That framing did a lot of heavy lifting. It gave audiences an immediate point of reference while leaving enough mystery to make them want to find out more. Familiar enough to understand, intriguing enough to click.

The Results

• 119K Cumulative Reach, a strong result for an experiential campaign rooted in a single neighbourhood
• 23.7% Engagement Rate by Reach, means a good amount of people who saw the content stopped and interacted with it
• SGD0.01 Cost per Reach, meaning the campaign delivered awareness at a remarkably efficient rate, stretching the budget without sacrificing the quality of attention it earned

The numbers pointed to one clear outcome: the right influencers, telling the right story, in the right neighbourhood, made people stop and pay attention.

Why This Campaign Worked

Part of what made this campaign work was how naturally the concept fit the way people already behave on social media.

MONOPOLY needs no introduction. What caught people off guard was seeing Katong-Joo Chiat reimagined as the game board. That combination of something familiar and something unexpected gave audiences a reason to pause mid-scroll and find out more.

The experience itself also made for content that was easy to picture yourself in. Self-guided, visually rich, and full of small moments people would naturally want to share with friends. In Singapore, where weekend plans often start from a Reel dropped into a group chat, that kind of shareable quality carries real weight.

For experiential brands, the takeaway is straightforward. Awareness campaigns land hardest when audiences can understand the experience at a glance and immediately imagine being part of it.

If you are exploring influencer marketing, feel free to reach out to AtisfyReach. Read more customer stories from brands using influencer marketing to drive awareness and engagement.