A store opening is a one-time event. The doors open, people walk in, and if you're lucky, the momentum carries into the following weeks. But for most brands, that window is narrow — and if the marketing doesn't land in the days before and during launch, you're left playing catch-up.
When FILA came to us ahead of their Bugis store opening in Singapore, that was the challenge on the table. They had two strong collections ready — tennis and golf — a new physical location in one of Singapore's busiest retail corridors, and an ambition to build a social media presence that would outlast the launch week. What they needed was a campaign that could do both: drive foot traffic on opening day and create lasting brand visibility online.
Starting With the Right Creator Mix
The first decision was how to structure the creator layer. A common mistake brands make is going all-in on a handful of big names and expecting reach alone to do the work. Reach gets you impressions. It doesn't always get you trust.
For this campaign, we took a two-tier approach. We activated 9 top-tier KOLs to lead the narrative — creators with strong followings and genuine credibility in lifestyle and sports content in Singapore. Around them, we built a seeding network of 30 creators to extend the campaign's reach into tighter, more engaged communities. The KOLs set the tone. The seeders made the campaign feel like a conversation rather than an announcement.
This combination matters because audiences can tell the difference between a brand moment manufactured by one or two paid voices and something that appears across the feeds of people they actually follow and trust. When your campaign shows up in multiple places, from multiple creators who feel authentic, it stops feeling like advertising and starts feeling like culture.
The Campaign Concept: Swing It With FILA
The creative direction centered on FILA's tennis and golf collections under the tagline "Swing It With FILA" — a line that nodded to both sports while carrying a broader sense of confidence and lifestyle aspiration. Singapore's affinity with golf and tennis as social sports made this a natural fit. These aren't niche pursuits here; they sit squarely in the aspirational lifestyle space that resonates across the demographics FILA was trying to reach.
All content was produced with a social-first mindset. That means formats and compositions designed for how people actually consume content on Instagram and TikTok — not repurposed campaign assets, but original content that felt native to each platform. Creators were given creative latitude to work the collections into their own aesthetic and lifestyle context, which consistently produces better engagement than scripted, brand-heavy briefs.
Making the Store Opening Matter
The offline activation was where the campaign came together in person. We brought 30 influencers and media guests to the Bugis store opening, turning the event into a content moment as much as a retail one. The in-store experience was designed intentionally — not just a space to browse, but an environment that gave creators something worth filming, photographing, and sharing.
This is the part of influencer marketing that often gets underestimated. A well-designed offline event generates content that extends the campaign well beyond the day itself. Guests post in real time, stories and reels go up throughout the event, and the coverage accumulates in a way that a purely digital campaign cannot replicate. The energy of a room full of people who genuinely want to be there reads differently on camera than any studio shoot.
What the Numbers Reflect
The campaign reached more than 2.5 million people and generated over 70,000 engagements across platforms. In-store traffic was strong throughout the launch period, with a steady flow driven by the social activity in the days surrounding the opening.
The number that stands out most, though, is the GMV result. FILA hit its sales target within three days of opening. That's not just a reach story — it's a conversion story. It means the content didn't just create awareness; it created intent. People saw the campaign, walked into the store, and bought. That's the full loop, and it's the loop that most brands are trying to close when they invest in influencer marketing.
The Broader Lesson
Singapore is a market where authenticity and aesthetic both matter. Consumers here are sophisticated and well-traveled, with high standards for the brands they choose to associate with. A campaign that feels forced or overly promotional gets ignored quickly.
What worked for FILA was a strategy built on genuine creator relationships, a concept rooted in local lifestyle culture, and an offline moment that gave the online content something real to anchor to. The result wasn't just a successful store opening — it was the beginning of a social presence with enough momentum to carry forward.
That's what a well-executed influencer campaign is supposed to do. Not just make noise at launch, but leave something behind.
Figro helps brands across Asia build influencer campaigns that connect online reach to real-world results. Get in touch to talk about your next campaign.