How Singapore Oceanarium Reached 2.3x Its Target and Turned Parent Reviews Into Intent to Visit
Supermom Voices is Supermom's word-of-mouth marketing programme, built on a network of everyday Key Opinion Mothers who try a product or experience, review it honestly, and share it with their own communities. Unlike large-influencer campaigns, Voices is built on authenticity and relatability: real mothers speaking to other mothers, in their own words, across Facebook and Instagram.
For brands, the value is genuine peer recommendation at scale, the kind of trusted, parent-to-parent endorsement that advertising cannot manufacture.
About Singapore Oceanarium
Singapore Oceanarium at Resorts World Sentosa is one of the region's premier marine attractions, home to thousands of marine animals and a growing programme of hands-on, educational experiences for families. Beyond its aquarium displays, the Oceanarium offers interactive workshops and guided learning activities designed to turn a day out into a genuine learning experience for children.
The challenge was not the attraction itself, but awareness: many parents simply did not know how much the Oceanarium offered for young families. This campaign set out to change that, through the most trusted voice in parenting: other parents.
Objective
Singapore Oceanarium wanted to keep itself front of mind as a destination for the year-end holiday period, encourage families to consider a visit by showcasing its kid-friendly experiences, and ultimately drive ticket sales and bundle purchases.
The deeper objective was discovery: to help parents understand that the Oceanarium is not a passive attraction to walk through once, but an immersive, educational experience worth returning to.
The Solution
Supermom activated 20 everyday Key Opinion Mothers to visit the Oceanarium with their families, experience its hands-on workshops and guided activities first-hand, and share honest reviews across both Facebook and Instagram, producing 40 pieces of content in total.
Rather than scripted promotion, the KOMs captured their genuine family experiences: children taking part in interactive workshops, observing marine life up close, and engaging in guided activities that blended learning with play. This family-centric, experiential content did exactly what word-of-mouth does best: it showed, through a trusted parent's eyes, what a visit actually feels like.
The content deliberately repositioned the Oceanarium. Instead of a one-time attraction, it came across as an enriching, educational outing well suited to young children, the kind of place a family returns to.
Campaign Metrics & Results
The campaign outperformed its targets and drove clear consideration among parents.
Reach and engagement
- Total reach: 246,788, which is 2.3x the 106,000 target
- Total impressions: 740,356
- Total engagements: 11,927
- Impacted media value: SGD 11,000
- 40 posts completed by 20 everyday KOMs across Facebook and Instagram
Engagement quality
- Top-performing Instagram content reached engagement rates as high as 20%, far above typical benchmarks
- Strong comment activity across posts, with parents asking practical questions about visiting, a clear signal of genuine purchase consideration
Why It Works
The Oceanarium campaign succeeded because it solved an awareness problem with the one thing parents trust most: the honest word of other parents.
Discovery was the real win. The single clearest theme in the audience response was surprise. Many parents simply did not know the Oceanarium offered hands-on workshops and guided learning experiences for children. Seeing a trusted fellow parent's children taking part changed that instantly, and comments reflected it, with parents describing the activities as fun, educational, and well suited to young kids.
Authentic parent voices drove real intent. Because the content came from everyday mothers rather than polished influencers, it read as a recommendation, not an advertisement. Parents responded accordingly: saving posts, tagging partners, planning family outings, and asking practical questions about visiting. That is consideration-stage behaviour, the step that precedes a ticket purchase.
Reframing the experience built lasting value. The campaign shifted the Oceanarium's story from a passive attraction to an immersive learning experience. That reframe matters commercially: a place you walk through once becomes a place you return to for school holidays, birthdays, and rainy-day outings. Word-of-mouth did not just drive a visit, it planted the idea of an ongoing family tradition.
2.3x reach proves the model. Reaching more than double the target through everyday KOMs, at a media value of SGD 11,000, demonstrates the efficiency of community-led word-of-mouth. When real parents share genuine experiences, reach and trust grow together, rather than one being traded for the other.
