Data Mining: finding micro-influencers online
Culturally, Singapore is very driven by status, money and conformity. One’s possessions are indicative of one’s capabilities and success. We wanted to create pockets within corporate Singapore where a Mont Blanc pen was a ‘necessity’ for a female professional, as much as it is for a male professional. We ran scripts to find women in powerful positions.
We invited these women to a ‘Celebrating Women of Power’ event. Each lady was given 3 passes to pass onto her mentees or women she saw on the ‘path to power’. We presented each of the women of power with an entry-level pen, engraved with their initials.
At the event, we had a lot of photo booths. We set up a microsite where all photos were uploaded live. Ladies could share these photos directly from the microsite – ensuring amplification online.