Grey Singapore team with Yolk to get into a queen of repins kind of mood for Metro department store

Grey Singapore, along with Yolk, a Grey Group company, has developed a new campaign leveraging social media for Metro, Singapore’s locally owned department store. In conjunction with Metro’s Great Singapore Sale, a social media led, competition-based campaign was created and launched via Facebook then Twitter, with the third phase running on Pinterest.

Following the tagline Grey Singapore created for Metro, ‘Whatever Your Mood’, the Pinterest promotion variation is “I’m in a queen of the re-pins kind of mood.” The competition urges fans to re-pin pictures from the Metro pin-board to go in the draw to win that product.

Metro is the first department store in Singapore to implement a Pinterest page and Benjamin Tan, Chief Executive Officer, Yolk, commented that he was happy to work with a brand willing to adopt all forms of social media.

“Pinterest being such a visual platform is a great way for brands to showcase their product in a way that connects with their audience and doesn’t feel like ‘advertising’. In the case of Metro, Grey and Yolk have worked hard to create a fresher and younger approach to the campaigns to reach a wider section of the public, and the Pinterest campaign complements that theme nicely” said Tan.

Credits – Chief Creative Officer: Ali Shabaz. Senior Copywriter: Theophilues Tan. Senior Art Directors: Susie Sun, Raymond Chan. Group Account Director: Ong Aimai. Account Executive: Linda Avriani. Yolk – Chief Creative Officer: Low Jun Jek. Social Media Manager: Gavin Tan. Senior Digital Account Manager: Sharon Siew.