Popbar, a dessert bar specialising in handcrafted gelato on a stick were having their launch in Singapore. The dessert bar offers a range of Popbars, which are all under 200 calories and are freshly hand-crafted each day in a popLab.Though Popbar has many unique selling points, the main challenge was to really stand out in Singapore’s competitive dessert scene, where frozen treats melt together in unimaginable ways.
Mutant’s approach to social media was planned in collaboration with PR activities. We made use of Facebook and Instagram as part of Popbar’s social media strategy that included a mix of both written and visual content, appealing to dessert lovers across Singapore. The social media strategy kicked off about 2 weeks before the media announcement and official store opening – this was done to create buzz and excitement around the arrival of the brand.
The coverage and social media engagement attained for Popbar exceeded the client’s expectations. Notable coverage included shout-outs from local bloggers Lady Iron Chef and Daniel Food Diary and well-known publications like Timeout, Hungrygowhere, The Straits Times, TODAY and Honeycombers.
Popbar’s social media presence gained the attention of thousands of Pophaholics on Facebook and over 700 on Instagram in just a short span of 2 months. Social media engagement rates have now built up steadily and will continue to do so with Mutant’s digital ad buying and PR strategies. Popbar’s posts are now consistently receiving organic reach of up to 2000 per post.