No Luggage Travel x Singapore Tourism Board
4.1M estimated reach from a week-long creator trip to Singapore.
Five US-based creators, one journalist, and a week in Singapore. I co-managed the trip and produced content for Love, Bonito’s own channels throughout the campaign.
At a glance
- 01PartnerCo-executed a week-long influencer trip with the Singapore Tourism Board.
- 02ProduceShot, edited, and published content on location while the trip was happening.
- 03ExtendUsed Love, Bonito’s own channels to share behind-the-scenes moments and shoppable outfit recaps.
- 04Result4.1M estimated influencer reach, with a 205% engagement lift on owned channels.
Influencer management
A collaboration between Love, Bonito and the Singapore Tourism Board brought US-based creators to Singapore, connecting their firsthand experiences of the city with the brand’s roots while introducing Love, Bonito to new audiences.
I co-managed the week-long program involving five US-based creators and one journalist, coordinating the trip while producing content for Love, Bonito’s own channels in real time.
The content approach emphasized immediacy. More than 10 feed posts and 50 Instagram Stories were shot, edited, and published during the week, allowing the brand to share the experience as it unfolded alongside the creators’ own posts.
I also secured gifting partnerships with Tower28 and August, bringing additional brands into the creator experience through a suite of products valued at approximately $2,000 for the five creators.
My role
- Influencer coordination
- On-location content production
- Social media management
- Brand partnership negotiation
The impact
- 4.1M estimated influencer reach
- 8.6M combined creator following
- 10× YoY influencer reach
- 100+ RSVPs and 80+ organic media clippings from the meet-and-greet
Selected clippings
Owned Channel Execution
The planned itinerary was only part of the story. Moments between activities—creators trying local food, exploring the city, and interacting with guests—gave Love, Bonito’s audience a more immediate view of Singapore and the people experiencing it.
I prioritized these candid moments in the brand’s real-time content, extending the trip beyond the creators’ individual channels.
After the trip, shoppable outfit recaps connected those experiences back to Love, Bonito’s products. Polls and interactive Stories gave audiences further ways to engage beyond the week itself.
The approach extended the value of the creator partnership on the brand’s own channels, linking audience engagement with opportunities for product discovery.
The impact
- +205% engagement rate vs. baseline
- +400% reach
- +80% follower growth
- +130% website sessions attributed to shoppable recaps
Content produced
Fractional Head of Social