Singapour Diaries

As part of the PUMA x F1 partnership activation, we supported PUMA Motorsport at the 2025 Singapore Grand Prix with a 100% social editorial setup conceived as a genuine logbook: the "Singapore Diaries." The challenge was clear: embody the brand's presence at one of the most demanding weekends on the calendar, while strengthening organic engagement without the Ferrari collaborative lever. Throughout the week, we deployed a social publishing strategy built around short, immersive, and platform-native formats for Instagram and TikTok: cross-sport content, fanwear, race gear, drivers' athleticism, in-store PUMA activation, driver and fan interactions, and conversational formats adapted to platform codes. The setup combined live and near-live production from the paddock, fan zone, city, and PUMA store, with a permanent reactive logic to fuel the Grand Prix momentum. Results: 8.8M impressions in owned media (excluding Ferrari collaboration) — the highest performance of the year, ahead of Monza and Monaco (both under 3M). With a 21% engagement rate, an annual record for the account, and over 8.1M interactions generated, Singapore stands as a benchmark social media activation, demonstrating SPK's ability to orchestrate a high-performing content strategy at the heart of an international event.