TSL Media Group’s #TSL10 Campaign
During our 10th anniversary year, TSL Media Group sought to celebrate a decade of growth and evolution. From our humble beginnings with viral articles in 2013 to becoming a media tech collective with eight different brands across the region in 2023, we recognized an opportunity to engage our audience and showcase the breadth of our offerings. Thus, the #TSL10 anniversary campaign was born.
As we reflected on our growth, we realized many of our followers may not be familiar with the full suite of brands under TSL Media Group. To address this, we decided to create a series of offline and online experiences to encourage exploration of all our brands, reward our “superfans,” and increase long-term brand loyalty. The #TSL10 campaign aimed to tackle the problem of limited public awareness about our diverse services and brands, with objectives to increase cross-following, celebrate our community, and ring-fence our audience. The campaign ran from July to October 2023, targeting our existing community with a budget of zero dollars.
Phase 1: TSL Treats
For this first phase, we collaborated with several beloved local brands to offer enticing rewards to our community. Salted Caramel, a popular local ice cream parlour, provided 800 double scoops of their delightful ice cream. Jinjja Chicken, a well-known Korean fast-food chain, offered 910 sets of their six-piece chicken along with 490 sets of exclusive merchandise. The Alley, a favorite bubble tea chain, delighted our fans with 3,600 cups of their signature Royal No. 9 Milk Tea.
Participants could redeem these treats by following any TSL brand and the partner brand on Instagram and singing the TSL jingle at the counter. This redemption mechanic not only encouraged social media engagement but also created a fun and interactive experience for our fans. Publicity for these events was shared across all TSL sister brands, with the giveaways taking place from 5 pm to 8 pm, alternating across three Wednesdays in September.
Phase 2: $100 Challenge
In the second phase, we engaged all five TSL brands — EatBook, ZULA, MustShareNews, Uchify, and TSL itself—along with our regional branches in Malaysia, Thailand, and the Philippines. Each brand conducted two unique $100 challenges, where participants completed specific tasks for a $100 prize. These engaging street challenges, designed to reflect each brand’s identity, were shared on social media, encouraging followers to stay engaged and discover the next challenge location by following other TSL brand handles. Running three times a week from late September to mid-October, these challenges maintained high levels of audience interaction and excitement.
@thesmartlocalsg We sent our office’s most eligible bachelor @John Edward Lim on a date to PARIS 🥐🇫🇷👩❤️👨 And their chemistry will have you blushing ☺️ This might just be our craziest $100 challenge yet, and there’s more to come 🤪🔥 Huge shout out to @Singapore Airlines for making this possible! The next challenge is happening over at @Eatbook SG on 4 Oct 😜 They’ll be dropping more hints soon, so follow them ‘cause you won’t wanna miss out! #TSL10 #fyp #tiktoksg #date #paris #travel ♬ original sound – TheSmartLocal
A standout highlight was our partnership with Singapore Airlines, which involved flying our talent and a challenge participant to London and Paris for whirlwind shoots. This international collaboration added a unique and thrilling dimension to the campaign, capturing the adventure and excitement of completing challenges in two iconic European cities, and significantly enhancing the campaign’s appeal and reach.
RESULTS
“We Treated 800 Fans To Salted Caramel Ice Cream”
• Results: 238,167 impressions, 211,609 reach, 65,561 engagement, 33,110 views
◦[Instagram Reel] 94,582 reach, 82,954 views, 2,245 engagement
“We Treated 900 Fans To Jinjja Chicken”
• Results: 347,314 impressions, 315,295 reach, 112,809 engagement, 226,248 views
◦ [TikTok] 124,500 reach/views, 13,338 engagement
◦ [Instagram Reel] 74,157 reach, 68,653 views, 2,135 engagement
“We Treated 1,800 Fans To The Alley Milk Tea”
• Results: 358,398 impressions, 352,466 reach, 93,819 engagement, 135,335 views
◦ [Instagram Reel] 103,685 reach, 95,883 views, 2,955 engagement
“Pa-rizz” and “Lon-done”
• Results: 544,262 reach, 576,403 impressions, 294,218 engagement
◦ [Tiktok] 252,604 reach, 247,483 impressions, 17,325 engagement, 441,000 views
The #TSL10 campaign was a resounding success, generating 260+ pieces of content with a dedicated team of ~50 creatives and managers. The campaign reached over 1.95 million social media users across four markets and five brands, with an average engagement rate of 35.88% in just 1.5 months. This success not only celebrated our brands but also strengthened our audience’s connection with TSL Media Group. Most recently, the #TSL10 campaign won Silver at the Markies Engagement and Loyalty awards 2024 under the “Media and Entertainment” category.
TSL Media Group continues to thrive, leveraging creative campaigns to engage and expand our community. The #TSL10 anniversary was a testament to our ability to innovate and connect with our audience, ensuring our place as a leading media tech collective in the region.
