Kiztopia is Singapore’s innovative edutainment park, officially launched on 15 June 2019. Kiztopia hosting a roster of unique and exciting experiences suitable for children aged 12 years and below. Kiztopia is the first edutainment paradise in Singapore that is themed around its very own Intellectual Property (IP) registered characters. Kiztopia Singapore branch is also the company’s first venture in Southeast Asia outside China, which builds on the concept of interactive learning through active play.
Kiztopia, boasting a large 18,00 square feet space which is the biggest edutainment playground housed in a shopping mall. That is divided into 18 different play areas which are built on a ‘Play to Learn, Learn through Play’ concept.
The business model of Kiztopia is totally B2C, customer demographic rages from Gen X to Gen Z, their main customers are parents with children.
Due to the impact of the epidemic, their physical store could not open, the business was seriously affected. Even after reopening, Kiztopia’s business was still suffering, with fewer customers, very few attraction tickets, and merchandises sales. Hence, Kiztopia decided to promote their brand via China Social Media platforms to increase exposure.
Kiztopia employed social media marketing strategies across popular Chinese social media platforms such as Little Red Book, Sina Weibo, and WeChat Channel to attract awareness and engagement with their physical store and some pop-up events in Singapore.
Within 1 month, one of the videos had peaked number of views of 1.5w while other videos had an average of 7k views on Sina Weibo. Xiao Hong Shu, Sina Weibo, and WeChat Channel are the main platforms facing Chinese consumers. These three platforms were used to enhance the brand exposure rate in the Chinese market and converted the publicity of these three platforms into sales.