LUMINE Singapore

As one of Japan’s top retail chains, LUMINE launched its first unique “mall-in-a-mall” experience in Singapore at Clarke Quay’s Central. Retailing a wide array of women’s fashion and accessories from some of the top brands in Japan, LUMINE’s wide floor space contains multiple concepts set to mimic the looks of individual boutiques in a mall.

Grimm was tasked with the social media content strategy, Facebook and Instagram Advertising as well as copywriting with the brief for “I Am Who I Am”, a bold, individualistic launch mantra for LUMINE seeking to build camaraderie with independent, sophisticated female PMETs in Singapore.

The launch saw LUMINE’s creative agency engage multiple strong female personalities from both Singapore and Japan as part of a series of location swap photoshoots featuring LUMINE’s apparel collections modelled against iconic locations in both Singapore and Tokyo. Grimm supported these shoots with content planning, copywriting, ad targeting and optimisation, adopting a succinct, sophisticated brand voice that resonated with target audiences for a successful launch.

LUMINE’s two-month launch campaign on social media saw a total of over 7 million impressions made and over 500,000 engagements garnered among more than 850,000 female PMETs in Singapore alone.