Capitol Singapore Social Content

Capitol Singapore is a retail and lifestyle destination, so its Instagram is not a brand channel in the usual sense. Every post is doing a job for someone: a tenant who needs footfall, an event host who has booked the atrium, or a visitor deciding where to eat.

Channel

@capitolsingapore

Platform

Instagram

Employer

Perennial Holdings

Period

Jun 2023 – Dec 2023

Role

Marketing and Communications Assistant

My role in the marketing and communications team was to build an understanding of what those groups needed and let it inform what went out — the same understanding that fed the wider communications strategy for the property.

Content followed what was actually happening on site: tenant openings and menus, casual leasing events such as atrium activations and roadshows, and the seasonal moments that give people a reason to visit.

I coordinated the logistics and cross-team execution behind those events, which meant the social content and the activation itself were planned together rather than one chasing the other.

A selection of published posts from the account.

• Worked to the needs of tenants, event hosts and audiences rather than a fixed content calendar
• Coordinated logistics and cross-team execution for casual leasing events, including atrium activations, roadshows and media space rentals
• Delivered monthly performance reporting to senior management covering PR results, marketing initiatives and event outcomes

The monthly reporting fed back into what came next: results on PR, marketing initiatives and events shaped follow-on campaign strategy, and the reporting period recorded improved social visibility.

Capitol Singapore reached a 95% tenancy rate during this period, which the wider marketing and communications work contributed to. That is a property outcome across the whole function, not a result attributable to this Instagram feed alone.