Not every corporate communications campaign comes with a splashy launch event or a ministerial announcement. Sometimes the brief is leaner and the stakes are higher. When Stroke Services Institute (SSI) approached Mad Hat Asia to drive awareness for Singapore's National Stroke Awareness Campaign 2025, the challenge was immediate: no new data, no event, no hook. Just a cause that mattered and a media landscape that needed a compelling reason to cover it.
SSI faces the same wall every year. Without fresh statistics or a headline moment to anchor coverage, stroke awareness stories risk being passed over in favour of harder news. Our answer was to go back to what corporate PR does best when everything else is stripped away: strategy, storytelling, and the right voices. We developed a fresh suite of human-centred media angles and profiled credible spokespeople across different races and backgrounds, giving editors and producers something they could genuinely connect their audiences to rather than another awareness campaign that felt like a press release.
The results were Tier 1 across the board and entirely earned. Coverage landed in Channel News Asia, The Straits Times, Lianhe Zaobao, 96.3FM, Berita Harian, Tamil Murasu and MediaCorp Suria News, reaching Singapore's communities in four languages. Total PR value hit S$732,000, secured purely through compelling pitching and meaningful narratives with no paid media, no event budget, and no ministerial peg to lean on.
For us this was one of the most meaningful campaigns of the year and a reminder of what good corporate communications can do when it is built on substance over spectacle. If you need a PR partner in Singapore who knows how to find the story when there isn't an obvious one, we would love to help. Get in touch at hatters@madhat.asia
In Singapore's fiercely competitive dining scene, a new menu launch rarely makes headlines. A cultural moment does. When Bulgogi Syo partnered with celebrity chef Choi Hyun-seok of Culinary Class Wars fame, they didn't just want buzz — they wanted the collaboration to feel like a live episode of Culinary Class Wars. They brought in Mad Hat Asia to make it happen.
The challenge was standing out in a city saturated with chef collabs and F&B launches. We needed to go beyond a standard media push and build a campaign with real narrative weight. Our answer was "Memories on a Plate" — a storytelling-led campaign built around four exclusive dishes inspired by Chef Choi's iconic TV moments, brought to life through a 360° communications plan spanning strategic PR, bespoke media drops, and intimate KOL and media tasting events.
The results spoke for themselves. The campaign generated 111 pieces of coverage in a month across top-tier local and regional media including The Sunday Times, Prestige, Time Out and Lifestyle Asia, delivering over SGD 1.1M in PR value and 44 million in total reach. Bulgogi Syo didn't just launch a menu — they owned the K-dining conversation in Singapore.
Ready to turn your next F&B launch into a cultural moment? Drop us a note at hatters@madhat.asia
Everyone knows the Singapore postcard shots. Marina Bay Sands, Gardens by the Bay, the gleaming CBD skyline. Beautiful, iconic, and honestly a little overexposed. When Heartland Enterprise Centre Singapore (HECS) came to us wanting to show regional tourists the Singapore that actually exists beyond the tourist trail, we knew this wasn't a job for polished destination ads. It was a job for storytellers with genuine curiosity and the right following to match.
The challenge was a real one in Singapore's tourism marketing landscape. The heartlands, the kopitiams, the HDB neighbourhoods, the aunties and uncles who define the everyday rhythm of this city, rarely make it into international travel content.
Our brief was to change that and make regional audiences genuinely curious about the Singapore most tourists never see. We brought in three lifestyle and travel KOLs with strong regional reach and a talent for authentic content: @workingwithmonolids for hidden local gems and community stories, @GhibOjisan for his outsider-yet-local perspective as a Japanese creator based in Singapore, and @GeorgiaCaney for her global traveller's eye that could connect Chinatown, Toa Payoh and Tiong Bahru to international audiences.
Instead of scripted tourist itineraries, we handed them insider passes and let them do what they do best. The result was travel content that felt lived-in and real, hawker finds, neighbourhood quirks, cultural nuances that no guidebook covers. The campaign reached 2,094,100 people across the region and sparked genuine conversations about a side of Singapore that rarely gets the spotlight it deserves.
Tourism marketing works best when it makes people feel something before they even book a flight. If you want your destination or hospitality brand to resonate beyond the obvious, Mad Hat Asia knows how to tell those stories. Get in touch at hatters@madhat.asia
Singapore already has some of the world's most passionate foodies. So when Blake Harris Entertainment tasked Mad Hat Asia with making the 32nd edition of Singapore Food Festival the culinary moment of the year, the challenge wasn't awareness —it was standing out in a city where F&B events, activations, and launches are happening on every corner all at once.
The campaign needed to travel beyond Singapore's borders and land internationally. We led a multi-pronged approach across 3 weeks that the event was happening: crafting story-led press releases that went well beyond standard event announcements, curating on-ground food KOL and media hosting that made every touchpoint shareable, and profiling festival spokespeople as genuine thought leaders in Singapore's food culture. Every activation was designed to hit hearts, feeds and headlines at once.
The numbers tell the rest of the story. Against a target of SGD 800K in international media value, we delivered SGD 1.8M — more than double. Total PR value hit SGD 6M against a SGD 5M target, with 373 pieces of coverage across The Straits Times, Travel + Leisure, Lifestyle Asia and more, reaching 272 million people worldwide.
Want PR and food KOL results that actually move the needle for your next F&B event in Singapore? Get in touch at hatters@madhat.asia
Filling a 20,000 sqm event space was only part of the challenge—doing it over a 21-day run, while launching a new event into Singapore’s crowded Christmas calendar with minimal awareness, raised the stakes entirely. When the team behind the inaugural World Christmas Market Singapore needed a PR and KOL partner to put their holiday extravaganza on the map, they came to Mad Hat Asia.
With ambitious KPIs and a tight runway, we deployed a focused three-part strategy: story-driven press release distribution that built anticipation well ahead of opening, end-to-end on-ground KOL and media hosting that generated authentic coverage across social and digital platforms, and strategic spokesperson profiling to give the event a credible, human voice in the press.
The results set a new benchmark for event PR in Singapore. Against a target of 100 pieces of coverage, we delivered 507. PR value hit SGD 4.27M against a SGD 1.5M target. Total reach came in at over 44M on social media alone, with top-tier placements across The Straits Times,CNA, Mothership, Tatler Singapore and more. Most importantly, 148,965 visitors walked through the gates — nearly 50% above the target footfall.
Planning an event launch in Singapore and want PR and KOL coverage that actually drives footfall and media attention? This is what Mad Hat Asia delivers. Get in touch at hatters@madhat.asia
Launching an FMCG product across three markets in three weeks is no small feat. When Häagen-Dazs came to Mad Hat Asia to launch their limited-edition Emily in Paris range across Singapore, Malaysia and Thailand, the brief was clear: make it feel like fashion, not just ice cream, and do it simultaneously across three distinct media landscapes.
With tight timelines and strict global guidelines from Paramount, Netflix and Häagen-Dazs we built a campaign that worked as hard regionally as it did locally. We repositioned Häagen-Dazs within the fashion and lifestyle space through a tri-market watch party for top-tier media and creators, bespoke creative product drops, and a tiered consumer goods KOL strategy designed to drive social buzz and earned coverage across all three markets.
The campaign significantly exceeded targets across the board. Singapore delivered SGD 432,275 in PR value, Malaysia RM 1,444,721.50, and Thailand THB 5,560,632. Three physical events drew 80 attendees with a 98% attendance rate — proof that when FMCG marketing is done right, it doesn't just sell product, it builds brand equity.
Planning a regional FMCG launch and want results that actually move the needle? Let's talk at hatters@madhat.asia
Kotex’s latest collection aimed to spark pride and empower Malaysian women who missed the thrill of adventure and discovery, to embrace the sights and experiences of Malaysia with a unique travel experience, from the comfort and safety of their homes.
Cactus Natural Mineral Water is your Malaysian Ambassador that is of good value, easy on the pocket and is proudly Malaysian Made. Cactus mineral water bottles are produced with state-of-the-art bottling technologies. Its water source is well protected from any kind of pollution with exceptional quality. It is voted by consumers as one of Malaysia’s most trusted brands.
Mangosteen is a lifestyle brand with a social aim to alter people's lives by changing the way they live. Mangosteen accomplishes this by devoting 100% of their revenues to empowering the lives of women and children throughout Southeast Asia through carefully selected non-profit organisations.
Virgin Active is always looking to create new experiences that engage existing members and excite potential ones.
One such experience is SkyPark Yoga by Virgin Active at Marina Bay Sands, which will bring your yoga practice to new heights - 57 stories in the sky, to be exact.
The Total Protection Pads were coming in with a new design that has stronger ‘Overnight’ cues and as a new innovation, Kotex also wanted to continue the buzz and talkability around the Kotex Overnight Panties.
Seeing as both variations fall under the Night and Protective Guard category - we created a campaign which will allow us to feature both variants seamlessly.
Designed by award-winning architectural firm WOHA, PARKROYAL on Pickering adopts a hotel-in-a-garden concept and incorporates energy-saving features throughout the property.
In conjunction with Kotex’s anniversary and celebrating 100 years of championing women progress, Kotex wanted the Limited Edition range to be more than just an exclusively designed pack. So Kotex collaborated and commemorated local icons who are an embodiment of the brand values and have continued to pave the way for women progress in Malaysia.
#MoveItWithRexona is an initiative that was sparked during MCO in line with the brand’s global direction to #MoveMoreAtHome.
We worked with Malaysia’s most prolific fitness instructors, Nana Al Haleq and Faiz Ariffin who curated a series of 10 minutes workout routines that helped Malaysians to get up on their feet and #MoveMoreAtHome with Rexona.
Since its inception, Taylor’s has continuously provided excellent services for its students with diverse study options, teaching methods, ongoing partnerships with leading universities worldwide, strong industry linkages, up-to-date facilities and well-equipped campuses.
The Cooler Lumpur Festival is Southeast Asia’s first and only festival of ideas bringing together creative thinkers, doers and innovators from all over the world. With a goal to create new connections, to share and spread new ideas, to ruminate and rediscover old ones, and to serve as a facilitator to our cultural conversation.
In conjunction with the launch of Magnum Macadamia Salted Caramel in Malaysia, Magnum has teamed up with three local M-bassadors – Amelia Henderson, Azira Shafinaz and Kittie Yiyi – to bring true pleasure to life in the form of a majestic Magnum Mansion.
The success of Jom Cadbury in 2018 resulted in the decision to introduce a second limited-edition flavour - Cadbury Dairy Milk Durian in 2019 and the opportunity to launch the campaign was even bigger and better than before.
