White Christmas Playland at I12 Katong

Influencer Marketing Case Studies: White Christmas Playland at I12 Katong

I12 Katong celebrated White Christmas Wonderland from 1 – 24 December 2017, with their Epic Christmas ball pit – designed for all ages. Filled with 250,000 plastic balls, it beats the record for the largest ball pool in the Singapore Book of Records.

The mall was also running a redemption activity where shoppers who spend a minimum of $100* get to write down their wishes on “Santa’s Letter” – a postcard which can be collected from the Concierge Counter. 3 lucky senders will have their requests granted – whether it’s a new watch or wallet, and up to $1,000 worth!

To promote the event, I12 Katong partnered with StarNgage to help increase the publicity of the bazaar using micro-influencers.

Goals

• Primary Objective -To generate awareness of the Epic Christmas Ball pit and the “Santa’s Letter” redemption activity
• Secondary Objective –
• To drive foot traffic down to I12 Katong

Approach

• Engaged over 15+ lifestyle/parenting micro-influencers. Each influencer is to upload two IG posts:
• For both posts, influencers have to geo-tag the location of the mall and include the following hashtags as well: #I12katong #I12havefun #I12Christmas #I12EpicBallPit #WhiteChristmasPlayland #i12katongxStarNgage

Results

• Exposure to over 282,000+ followers of influencers
• 38 campaigns related posts
• Likes received: 18,000+ Likes
• Comments received: 430+ Comments

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Celebrate Christmas this year with @i12katong at their Epic Christmas Ball Pit! You’re never too old for this 🙈 I had sucha jolly time as a buay paise big baby playing with the giant slide, diving platform and slushie drink counter ‘ 💗Ball hunting contest💗 Hunt for their specially decorated plastic balls to win a $20 I12 Katong voucher on weekdays (Mondays – Fridays), or $10 I12 Katong voucher on weekends. Up to five winners daily! Link on my profile ‘ #I12katong #I12havefun #I12Christmas #I12EpicBallPit #WhiteChristmasPlayland #sponsored #i12katongxStarNgage #heartsandkissesco #sheenaphuaootd

A post shared by Sheena Phua (@sheenaphua) on Dec 17, 2017 at 6:41am PST

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Send a wish to Mr Santa at @i12katong. For every SGD100 spent, you can redeem a wish card to write down your Christmas wishes and stand a chance to win SGD1,000.00 vouchers. Head over to //bit.ly/ I12KatongChristmas to find out more. #amandaADVERTs #I12katong #I12havefun #I12Christmas #I12EpicBallPit #WhiteChristmasPlayland #sponsored #i12katongxStarNgage #sp

A post shared by Amanda Ling (@mandalogy21) on Dec 12, 2017 at 5:25am PST

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|• 🎄《 White Christmas Playland at I12 Katong 》🎄 Enjoy an active fun and take a dive into the Epic Christmas Ball Pit, filled with 250,000 plastic balls from 1 – 24 December. There’s also fun activities and performances to round up the most wonderful time of the year, like the Ball Hunting Contest on-site to HUNT for their specially decorated plastic balls to win a $20 I12 Katong voucher on weekdays (Mondays – Fridays), or $10 I12 Katong voucher on weekends. Five winners daily, capped at one prize per participant🎁. 🎀 Simply log in to or via my profile link : https://112katong.com.sg/whats-new/#!white-christmas-playland/0/ for more details on the event 🎫•| #I12katong #I12havefun #I12Christmas #I12EpicBallPit #WhiteChristmasPlayland #sponsored #i12katongxStarNgage #FonAdverts #whitechristmas #christmas2017 #wynstonaaronjacob

A post shared by tjang.fonda (@tjang.fonda) on Dec 9, 2017 at 5:10pm PST

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Mr Santa, kindly make my wish come true this lovely season! If I can make a wish, you can do it too. For every $100 spent, shoppers can pen down their Christmas wishes on the card & win $1000 worth of items! Visit http://bit.ly/ I12KatongChristmas for more details. . 📸: @dessertingbeauty . . . . #I12katong #I12havefun #i12Christmas #i12EpicBallPit #WhiteChristmasPlayland #sponsored #i12katongxStarNgage #mediaevent #mediainvite #sgblogger  #sgfoodblog #sgfoodblogger #sginfluencer  #ootd #ootdsg #potd #potdsg #selfie #selca  #pictureoftheday #godisgood #gratefulheart

A post shared by Kenny Tang (@_boyz86) on Dec 14, 2017 at 7:04am PST

❄️ i want to celebrate christmas this year with @i12katong! . . ice slushy for me and jump into their Epic Christmas Ball pit that are filled with over 250,000 plastic balls, fun! . hunt for their specially decorated plastic balls to win a $20 I12 Katong voucher on weekdays (mon – fri) or $10 I12 Katong voucher on weekends. five winners daily, capped at one prize per participant. . *redeem: wrapping papers with a gift tag, a bottle of wine, entry pass to the Epic Christmas Ball Pit, ice slushy drink (while stocks last) and a chance to write a personalised letter to Santa Claus. To redeem an additional entry pass, simply present a receipt with a minimum spend of $20 from any outlet. . *Min spending of $100^, $150a, $300b ^Maximum of 3 combined same-day receipts, one redemption per customer/ID. a If it includes receipts from Katong Market Place. b If it includes receipts from educational institutes. . have fun and win something! . . #I12katong #I12havefun #I12Christmas #I12EpicBallPit #WhiteChristmasPlayland #sponsored #i12katongxStarNgage #christmas #shoppingmall #ballpit #slide #children #indoorplayground #fun #sgig #igsg #mall #iphonex #vscocam #singapore #cool #international #vsco #play #instadaily

A post shared by ♡Maya Hazel Qin♡• Singapore 🇸🇬 (@qinlovesmacaronsss) on Dec 7, 2017 at 7:41pm PST

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👦🏻Do I still look like a kid?👦🏻 (DISCLAIMER: Rhetorical Question) Simply spend $100 to get an entry pass to White Christmas Playland and one SLUSHY or $120 for two entry passes and two slushy. Now is your chance to relive those childhood memories by running through this epic ball pit and sliding down with the inflatable sleighs without anyone judging you. 🤣 For those who love to find and hunt. There are five balls containing @i12katong shopping vouchers up for grab. Are you ready for it? For more information, simply visit their IG page and have a fun and white Christmas 😉 #i12katong #i12havefun #i12christmas #i12epicballpit #whitechristmasplayland #sponsored #i12katongxstarngage #Christmas #dearsanta

A post shared by ⠀⠀⠀⠀⠀⠀⠀⠀⠀Ⓣ⠀⠀⠀⠀Ⓨ⠀⠀⠀⠀Ⓛ⠀⠀⠀⠀Ⓔ⠀⠀⠀⠀Ⓡ (@tylomere) on Dec 17, 2017 at 6:44am PST

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I always wanted to celeb a white #christmas ❄️ instead of the green & red 🎄🎅🏻 & this year I witnessed the snowy & magical white xmas with #Hermionechua at @i12katong with the epic ball pit playland that consist more than 250k of balls and it attracts my little girl so much as it’s one of her fav toy! ☃️ Hunt for the specially decorated plastic ball to win #i12katong shopping vouchers! 🛍 Not forgetting the ice slushy in mango & fruit punch flavor aft our play!🥤 The playland runs fr 1st-24th Dec (12pm-8pm), you should head there to enjoy with family & friends bc we’d so much fun! ✨ #babygirl #momlife #motherhood #instakid #igkids . #I12katongfun #I12christmas #I12epicballpit #whitechristmasplayland #I12katongxstarngage

A post shared by SHANEL LIM (@shanelkiehls) on Dec 8, 2017 at 5:21am PST

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Have a ball of a time this Xmas at @I12katong 's White Christmas Playland. Lunge into the Epic Christmas Ball pit. Glide in, manoeuvre through and splash around with over 250,000 plastic balls! Adults can join in the fun too. Hunt for the specially decorated plastic ball to win a $20 I12Katong Voucher on weekdays (Mondays – Fridays) or $10 I12Katong Voucher on weekends. What's more, there'll be more chances for you to bag one. 5 winners daily, one prize per participant. That gives you more reason to slurp on a slushy drink, jump in and soak in the fun! White Christmas Playland runs from 1st Dec to 24th Dec (12pm – 8pm). Click on the link in my bio page for more details. What are you waiting for? Let's ball! #I12katong #I12havefun #I12Christmas #I12EpicBallPit #WhiteChristmasPlayland #Sponsored #I12katongxStarNgage

A post shared by Mel Goh (@meowmelmeowmel) on Dec 4, 2017 at 2:24am PST

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This Epic Christmas Ball pit was so much fun! 🎉 You can experience a white christmas and dip yourself in the ball pit! Oh yes and search for the specially designed balls to win $20 (Mon-Fri) / $10 (Weekends) @i12katong vouchers, there’s 5 winners daily so hurry! I had so much fun 😝 #i12katong #i12havefun #i12christmas #i12ballpit #whitechristmasplayland #sponsored #i12katongxstarngage

A post shared by 🌸 Rachael Wong 🌸 (@rachaelwong) on Dec 12, 2017 at 9:29pm PST

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To families with young children and anyone who's young at heart (like me), @i12katong is one place you should visit this Christmas season! 🎄⛄️❄️ With a minimum spending of $100, you get a entry pass to White Christmas Playland + a free slushy drink! Or ($120 spending for 2 entry passes with two drinks!) Relive your childhood running through the ball pit and sliding down the giant slide with inflatable sleighs! Also, for those who find joy in treasure hunting, dive into the pit to look for the specially decorated plastic balls. 5 lucky ball hunters will walk away with I12 Katong shopping vouchers! P.S. I was too busy being thrown into the ball pit the whole time I didn't even have time to find the lucky ball ☹️ If you would like more info on the event, check out the link in my profile! 🤗 #I12katong #I12havefun #I12Christmas #I12EpicBallPit #WhiteChristmasPlayland #sponsored #i12katongxStarNgage

A post shared by Kerr Qi (@kerrqi) on Dec 16, 2017 at 3:27am PST