Case Study: Wisma Geylang Serai achieves 5.1M impressions and cross-cultural engagement with TikTok for Business

How Wisma Geylang Serai Promoting Singapore's first ever cultural heritage integrated hub through traditional Dikir Barat dance moves

Wisma Geylang Serai, Singapore's first cultural heritage integrated hub, sought to expand its outreach to younger audiences while remaining family-friendly. To celebrate Ramadan and Hari Raya it partnered with TikTok for Business, launching a Branded Hashtag Challenge (#TepukSepuluh) and using Brand Takeover placements to invite families to learn traditional Dikir Barat dance moves.

TikTok for Business amplified the challenge with influencer seeding, branded Malay music on Pick a Sound, Branded Effect placements, and Discover-page promotion, driving participation across communities. The campaign delivered 1.1 million hashtag impressions from about 1,300 videos, 5.1 million total impressions, and saw 98% of traffic to the Hashtag Challenge page come from the Brand Takeover, with organic participation from non-Malay users extending the campaign’s reach.

Wisma Geylang Serai