Bata Singapore
Every Step with Bata
Challenge
How can we position Bata Singapore as the high-quality, go-to shoe brand of Singaporeans, away from its “buy and throw away” image?
Bata Singapore takes pride in being a “local” company offering global quality products to its community. However, it has been attached to the “buy and throw away” stereotype, creating the need to establish its messaging and strengthen its social media identity to reposition itself in the market.
Client
BATA SINGAPORE
Scope
Social Media Strategy
Social Media Management
Establishing the message
Having been in Singapore since 1931 and with over 40 stores in the country, Bata Singapore has been a significant part of every Singaporean’s life through their trusted pairs of school shoes. So, to detach itself from the “buy and throw away” stereotype, it redirected its messaging to nostalgia and necessity. This will reignite the fondness of Singaporeans for a brand that they have known since they were students, then entice them to see its new offerings of stylish yet timeless pairs they can use every day.
Strengthening the identity
To support the new direction of Bata Singapore’s messaging, it also needs to shift and strengthen its visual and verbal identity to a more fitting image and persona. A curated social media content and design for Facebook and Instagram can help cater to the two platforms’ varying functions and user preferences. With this, Bata Singapore can seamlessly showcase its brand’s affordability, quality, and comfiness and communicate it effectively to its target audiences.
Sharpening its digital edge
Singapore is ranked as one of the countries with the most advanced technology globally, prompting brands like Bata Singapore to amp up their digital marketing strategies. Bata Singapore already has e-commerce platforms to use to its advantage. So, utilizing the new marketing features of Facebook and Instagram while integrating Bata Singapore’s existing e-commerce platforms with intentional sales posts will give the brand a creative edge over other retailers. These also help in reaching more customers and providing them with more convenient shopping experiences.
The Solution
With a new direction for its messaging, partnered with a strengthened social media identity and utilization of digital marketing features, Bata Singapore has established itself as a globally recognized high-quality footwear with lots to offer for Singaporeans, more than school shoes and promos.
