SGD 0.017 to Reach One Person: Influencer Marketing for an SME Noodle Stall

About the Brand and Product

Er Xiao Jie Handmade Chilli Noodles is a small, local food business based in Sin Ming, Singapore. The kind of place you might walk past without realising what you’re missing.

Like many SMEs, it relies on word of mouth, repeat customers, and foot traffic. Growth depends on how far that word travels.

This campaign focused on pushing that reach further, using influencer marketing not just to get people talking, but to get people there.

The Campaign Objectives

The campaign focused on:

• Driving footfall and conversion through social media
• Increasing awareness beyond its immediate neighbourhood
• Positioning the stall as a must-try local food spot
• Creating content that feels authentic and shareable

The Challenges

Breaking out beyond its immediate location

For most SMEs, visibility stays close to home. If you are not already in the area, you probably do not know it exists. The goal was to change that and give people a reason to make the trip.

Standing out in a crowded food scene

In Singapore, good food is everywhere. New spots pop up all the time, and attention moves just as quickly. Being good is not always enough. You need to be talked about.

Turning interest into action

We have all saved a food video and never gone. That gap between “looks good” and “let’s go this weekend” is where most campaigns fall short.

Our Solution

Identifying the right influencers through data-led selection

Our automated influencer selection focused on food influencers whose audiences already enjoy discovering local spots and hidden finds.

So when the content showed up, it did not feel like a recommendation out of nowhere. It felt like something you would send to a friend and say, “we should try this.”

Structuring the campaign around a clear narrative

Instead of giving influencers a long list of points, the campaign leaned into a simple idea. This is a “hidden gem” worth finding.

That angle gave influencers something natural to work with. Different voices, same story, told in their own way.

Extending reach through multi-platform execution

The campaign ran across both TikTok and Instagram, allowing content to perform where each format works best.

TikTok videos drove scale at a highly efficient cost, while Instagram Reels supported engagement and reinforced visibility. This multi-channel approach helped the campaign reach a wider audience without increasing complexity.

The Results

• 290K Cumulative Reach, far beyond what most small businesses typically achieve
• 14.5% Engagement Rate by Reach, showing strong audience interest
• SGD0.017 Cost Per Reach, significantly lower than industry benchmarks

For a small, local business, this is the kind of visibility that usually takes years to build.

Why This Campaign Was Successful

Some places do not need a rebrand. They just need to be seen.

This campaign worked because it stayed close to how people actually discover food in Singapore. Through recommendations, group chats, and that one video you keep thinking about after you scroll past it.

The influencers did not try to sell the experience. They shared it. The food looked good, the location felt real, and the story was easy to pass on.

And for SMEs, that matters. You do not always need a bigger budget. Sometimes you just need the right people telling the right story to the right audience.

If you are looking to grow through influencer marketing, this is a good place to start. Book a free demo to learn more.