Singaporean retailer Gain City runs contest to find ‘next generation influencer’

Singapore-based electronic goods and home furnishing store Gain City is running a promotion to find Singapore’s “first next generation influencer”. Created in collaboration with Starhub, ‘I Can Be An Influencer’ started on August 28 and received over 1,600 entries.

The finals are scheduled to be held later this month and will see 27 semi-finalists and four wild card contestants squaring off against each other. The winner gets an S$8,000 cash prize and a three year endorsement contract with Gain City worth S$100,000. 

Speaking to Mumbrella about how and why the promotion was conceived, Gain City Best Electric head of digital marketing and ecommerce Terence Ang said: “The digitalisation of the retail industry has naturally gravitated us towards leveraging technology to reach our target audience. 

“With more than 70% of our local consumers being dependent on social media networks for reviews, information and feedback based on which they make their purchase decisions, we saw this as an important avenue to connect.”

“Engaging the right influencer is paramount as he or she is our voice on social media platforms and definitely someone whom we can entrust our brand to.”

Asked about Gain City’s expectations from the winning influencer, he said: “Influencer marketing is both an art and science. Great influencers do not have to be celebrities with thousands or millions of followers. 

“Often they are influential because of their expertise in a topic, area or subject and are validated by the sheer number of relationships that they have garnered and built up over time in the social media space. They have the ability to shape consumer opinions through their engagements and interactions online.”

Among the influencers vying for the prize are anti-bullying advocate Tyler Hikaru with 70,000 followers; Alicia Cho who viewed social media as a way to reinvent motherhood and Rosalina Oktavia who continued her career as a model in spite of a botched surgery that saw her losing a leg.


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