The Challenge

Formerly known as Funan DigitaLife Mall, the three-decade old Funan brand was recognised by Singaporeans as the go-to place for tech and IT products. However, half-empty shopping malls were becoming the norm with sales from the Great Singapore Sale dipping for consecutive years. Evidently, it was no longer sufficient to be just a “mall”.

In 2015, the first announcement of a three-year redevelopment of Funan DigitaLife Mall into a “creative hub” was made, and the team was roped in to future-proof the retail scene together with our expertise in branding and social media.

The Solution

Envisioning Funan 2.0 as the energetic heart of Singapore’s Civic District as well as the ‘Creative Intersection, we built a passion-led retail model around interactive communities clustered into six themes of Tech, Craft, Play, Fit, Chic and Taste. These themes were adopted as the content pillars of Funan’s social media strategy as well as on-ground activations which supported our creatives in the form of both social media content, paid ads and dynamic Instagram Stories.

01. Homepage layout
02. Collections Overview
03. Collections Details

The Results

Incorporating a style of the trending ‘hypebeast’ and ‘hypebae’ creatives that resonate and engage with our target audience - the Millennials, and strategic media buying, Funan grew to become the Top 3 Fastest Growing* shopping mall social media account in less than 12 months and consistently stayed in this leaderboard since.

*Source: Socialbakers

What our client has to say:
“8traordinary spends time understanding the requirements and business needs of their clients, and helps us to better understand social media trends to stay relevant and be on top of the game. 8traordinary delivers what they say they’re going to deliver and this ensured our social media success.”

#branding #socialmedia #consultancy #activations #contentmarketing #creative #digital