An event is a deadline your audience can feel, which makes it the easiest brief to measure and the easiest to get wrong. Here is the funnel we've run for furniture showrooms, mall activations, product launches and public festivals, with the opt-in and sales numbers it produced.
Why events convert better than always-on
Always-on creator content asks people to buy eventually. Event content asks them to show up on Saturday. The deadline forces a decision, and the decision is measurable: they RSVP or they don't, they come or they don't, they buy or they don't.
Our best sales results are all event-shaped. Reno Fiesta: $1M+ in renovation sales at 70x return from 200+ qualified leads who registered for a home event. Nova Furniture: S$140K+ in sales from one showroom weekend. Scanteak: 600+ homeowner RSVPs on a two-week runway.
The funnel, step by step
- RSVP landing page, built to convert. One page, one form, one reason to register now (early-bird pricing, a gift, limited slots). We build and run these ourselves. Opt-in rates: Reno Fiesta 25% (industry norm 10–15%), Nova 37%, Scanteak 45%.
- Pre-event creator content, 2 to 3 weeks out. Home, lifestyle or category creators visit the showroom or preview the products and post with the RSVP link. The content does two jobs: it drives registrations directly, and it becomes the ad creative for step 3.
- RSVP ads on Meta using the creator content. The best-performing creator posts run as partnership ads targeted to the audience the creators just warmed up, plus lookalikes. Budget scales with opt-in rate.
- Reminder sequence. Registrants get a WhatsApp or SMS the day before and the morning of. Show-up rate is where most event campaigns leak.
- On-ground coverage. Creators attend, post live, and give people who didn't register a reason to come on the day. For Poh Heng's V.O.W launch we ran the launch night itself: media, influencers and hosting.
- Post-event content. Recap reels for the brand's own channels and for retargeting the registrants who didn't buy.
The numbers to expect
| Stage | Benchmark from our campaigns |
|---|---|
| Landing page opt-in | 25% to 45% (industry norm 10–15%) |
| RSVP to show-up | 35% to 60% depending on reminder sequence and incentive |
| Show-up to sale (furniture, renovation) | Reno Fiesta closed 29% of 200+ qualified leads |
| Runway needed | 4 to 6 weeks comfortable; Scanteak was done in 2 |
Formats beyond the showroom
- Mall activations. CapitaLand's Mofusand festive activation: 361K views from a 3-wave staged reveal with 20 micro creators. IMM: two waves, 20 creators, 6,513 shares - one reel sent 5,100 times.
- Product launches with on-ground booths. Pokka: 100+ creators live for the Drip Coffee and Sparkling Water launch, with booths in the CBD and on campuses.
- Public festivals. National Healthcare Group's Healthiverse: 3 creators covered family itineraries and free screenings; 21% of engagement was comments.
- Trade shows and roadshows. Raydent's APAC Roadshow: 7 clinician creators, each with an individual brief, 3.87% engagement on dental implants.
- Launch nights. Poh Heng: 58 creators over four months in four batches, plus the launch event itself run by us.
Where event campaigns fail
- No landing page. Creator posts that link to a homepage or an Instagram profile lose most of the intent. The RSVP page is the campaign.
- Creators post on the day. Too late to drive registrations; the content exists only as coverage. Pre-event posts do the heavy lifting.
- No retargeting budget. The creator content warmed up an audience. Not putting S$70–90 a day behind it for two weeks wastes the warm-up.
- No reminder sequence. Registrations without reminders show up at half the rate.
- Sales team not briefed. If 200 qualified leads walk in and nobody knows which offer they registered for, the close rate collapses.
See the event and activation marketing service for what's included when we run it.
Want the number for your brand? Take the two-minute readiness quiz. It tells us your goal, history and budget band, and you get an honest read on what a first campaign should look like - then a 1-on-1 call with Joshua, our Head of Strategy. No sales team.
Take the 2-minute quizFrequently asked questions
How far in advance should we plan an influencer event campaign?
Four to six weeks is comfortable: two for casting and briefing, two to three for pre-event content and RSVP ads, then the event. Scanteak was done on a two-week runway with 600+ RSVPs, but shorter runways cost more and leave less room to optimise.
What opt-in rate should an event landing page get?
Industry norm is 10–15%. Our event landing pages have converted at 25% (Reno Fiesta), 37% (Nova Furniture) and 45% (Scanteak), driven by a single clear offer and warm traffic from creator content.
Can influencers drive furniture showroom sales?
Yes, when paired with an RSVP funnel and retargeting ads. Nova Furniture did S$140K+ in one showroom weekend across six showrooms; Reno Fiesta generated $1M+ in renovation sales at 70x return.
Should creators attend the event or post before it?
Both, but before matters more. Pre-event posts drive registrations and become the ad creative. On-the-day posts give walk-ins a reason and create recap content, but they can't fill the room on their own.