b. Digital Marketing • Continued lead generation campaigns across META (Facebook, Instagram, TikTok), Google Display Network, as well as various property and financial platforms to support ongoing projects and upcoming launches. • Strengthened social media marketing efforts on META, and Xiao Hong Shu (“XHS”) to drive brand awareness and consideration. • Leveraged Key Opinion Leaders (“KOLs”) on TikTok and XHS to enhance reach and audience engagement. • Utilised property tools and analytics platforms for market research, insights, and data-driven decision-making. • Deployed a WhatsApp Chatbot to enable seamless and responsive customer engagement. • Rolled out Chinese New Year and Hari Raya brand films across social media platforms to strengthen brand presence and emotional connection. • Achieved: - Over 3,539,781 views on Facebook - Over 1,401,649 video plays on Instagram - Over 345,972 views on YouTube c. On-ground Event • Hosted 29 events and participated in 55 roadshows, creating immersive, experiential touchpoints that strengthened brand visibility and fostered customer engagement. • Established 8 strategic partnerships and collaborations with brands and organisations to expand market reach and enhance campaign impact. AR 2025 | MANAGEMENT DISCUSSION & ANALYSIS 52
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