Can a new store-opening spark interest from influencers during one of the busiest times of the year?

National Geographic launched their second flagship store in Singapore in the midst of the global financial crisis and during one of the most media-cluttered times of the year – December!

We had to bypass media and invite a new set of influencers – bloggers – to get a taste of the store experience before anyone else. We identified and invited 14 key bloggers across lifestyle categories to spend a special session with the brand’s top executives and experience a blogger-only preview event. Tapping into its 120-year rich history authenticity, the brand provided rich content to the bloggers for sharing with their audiences.

Three hundred blog posts and comments later, from some of the world’s top bloggers, gave us coverage and awareness that couldn’t be achieved via traditional media. CNET journalist Nicholas Aaron Khoo, posted two photo albums of the event on Facebook to his 1,085 friends. Global leading design portal,, with about four million page views a month and is mentioned by bloggers every 3 hours, covered the event.