Case Study: Giant wins brand affinity and viral engagement with Construct Digital

Giant boosts Facebook followers 82% with Construct Digital

The customer, Giant Singapore, faced the challenge of competing solely on price, which was easily copied by rivals. This resulted in a lack of brand affinity and no compelling reason for heartland shoppers to choose them over competitors. The vendor, Construct Digital, was engaged to address this marketing and growth issue.

Construct Digital created a highly Singaporean brand personality named "Aunty Lobang Queen" to voice Giant's Facebook presence and launched the "Singapore's Most Kiasu Town" campaign. This solution generated significant buzz, resulting in 57,000 quiz submissions, over 5 million Facebook impressions, and an 82% growth in Facebook followers. The campaign also won several awards, demonstrating that Construct Digital successfully won shoppers through cultural connection rather than price.

Giant