Fleawhere: Dive into Thrifters' Paradise!
Making waves in the newest hangout spot in town, I headed the social media and marketing plans for Fleawhere Singapore as we opened our doors at GR.iD in 2022.
Client:
Categories:
Marketing Strategy
,
Social Media
Year:
2022
KEY METRICS
IG followers gained in 4 months
Views on IG Reels
Brand partnerships
Fleawhere is Singapore's largest flea market operator, specialising in providing spaces for people to sell preloved items.
Moving to the newest hangout spot in town, GR.iD, in 2022, we came up with a new strategy to target Gen Zs — a crowd that would frequent the area, and were becoming increasingly conscious around fashion trends and sustainable fashion. As a Graphic Design & Marketing Intern, I managed our social media strategy and general marketing efforts from planning to execution to build brand awareness and reach.
KEY CONTRIBUTIONS
Social Media Strategy
Led social media strategy for Fleawhere, including all content planning, producing, executing and copywriting across Instagram and Facebook.
Gen Z-centric marketing: Focused on short, interactive content via Stories (Polls, trivia, Q&A) as well as organic behind-the-scenes and on-the-ground flea market previews on Reels & TikTok.
Content pillars: Strategic scheduling of posts across three content pillars to ensure holistic representation of brand values: 1) Fun, relatable memes, 2) Vendor features and promotional posts to boost booth uptake and 3) Educational posts about secondhand fashion.
Graphic design: Designed all print and digital collaterals for marketing use, including but not limited to: social media posts, eDMs, flyers, on-site wayfinding, mall signages & partnership assets
Event Marketing
Conducted two runs of Daebak Sale (Editions 9 and 10) at GR.iD to complement digital marketing efforts. Proposed and executed a Clothes Buffet ("All You Can Stuff") event to further drive traffic and buzz to our walk-in thrift section that opened in May 2022.
On top of digital marketing efforts and design tasks, I also managed logistics, brand & influencer outreach efforts and administrative tasks such as event RSVPs.
Partnerships
Established a total of 3 partnerships with neighbouring F&B stalls via social media collaborations and promotional tie-ups to increase traffic to our store.
Successfully secured 4 sponsors for our events (Daebak Sale & Clothes Buffet) with brands such as Cloversoft & Telebag which champion similar eco-friendly values.
Influencer Marketing
Led all influencer outreach efforts and partnerships for Daebak Sale events and regular weekend flea markets.
Daebak Sale: Collaborated with a total of 33 KOLs in the fashion and beauty space and coordinated all administrative and logistical tasks, such as outreach, tracking media mentions, arranging pick-up and drop-offs and payment invoices.
Shopping with the Stars: Introduced a new initiative to invite 2 influencers to booth every weekend, increasing our social media reach through shoutouts, and boosted traffic to the store.
