Our friends and families were seriously stressed out from Covid. So we knew we had to do something to help ourselves and those we love.

Leading up to World Stress Awareness week, we challenged ourselves to an in-house creative initiative: find a safe way for those around us to destress.

Knowing we had zero dollars, we still gunned for maximum engagement – and set out to create a simple social content series that empowered Singaporeans (and everyone in the world) to vent their pandemic frustrations.

Stressed and helpless; this was the collective attitude among Singaporeans that needed a creative solution. This paved the way towards a clear strategic objective: empower stressed out Singaporeans to take action to vent their pandemic frustrations.

From here, our in-house creative initiative was created by Singaporeans, for Singaporeans. With Covid Crusher, you get to crush what's crushing you.

Media-wise, TikTok and Instagram were the perfect platforms for anyone to send in anything, so we could engage Singaporeans in action and co-create content with them.

After they took action and sent in items, offline engagement translated online when they watch their items getting crushed as we tagged them on Instagram and TikTok. These platforms amplified it so that fellow Singaporeans (and others around the world) who didn't get to send items in still benefitted from the satisfaction of Covid Crusher.

Covid Crusher was created completely independently by our creatives, co-created with Singaporeans who sent us their stories and items to be crushed!

We rented a pneumatic press, then collected items from the people who wanted to crush what stressed them out. Our team of 7 then spent 7 weeks and 0 dollars to ideate, shoot, edit and publish this series in time for World Stress Awareness Week.

The Covid Crusher content series ran for 3 weeks organically Instagram and TikTok. No money was spent on boosting our posts or buying other forms of media. But as we will see in the next section – Covid Crusher took off and found its audience independently.

In less than 3 weeks, we scored

- 27,074 impressions

- 25,483 reach

- 700 engagements

- 131 new followers

- with 0 dollars spent on media

The best part? This initiative that was created to help Singaporeans, found a growing worldwide audience on TikTok where our content allowed anyone to vent their frustrations.

The team also received many encouraging online comments and first-hand offline accounts from friends and families, who shared that viewing our content and seeing others share their specific struggles made them feel less alone and less stressed.