Case Study:

Hmlet

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Job Scope

PR

Date/Duration

Ongoing project retainer since June 2019

Brief/Objectives

Drive awareness for Hmlet, educate consumers about the co-living sector and execute crisis communication

Solution

Mutant started working with Hmlet mid-2019 to develop a strong community and flexibility narrative aligned to Hmlet's goals. The narrative helped create compelling stories and media activations to educate consumers on co-living. Additionally, Mutant also led various announcements for Hmlet, including its Series B funding announcement, change in business direction, expansion in new markets and new property launches.
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Results

0
earned media coverage
& an exclusive with CNBC Asia
0
media attendees
during a media staycation

Results

  • Secured a total of 134 earned media coverage.
  • Led Hmlet's Series B funding announcement in 2019 and its change in business direction to a property and lifestyle platform in 2020, which broke alongside exclusive interviews on CNBC Asia.
  • Additonally, Mutant also successfully conceptualised and executed media activations for Hmlet Cantonment, generating maximum coverage and enquires for Hmlet's new property.
  • Mutant helped propel Hmlet to be top-of-mind in the co-living sector.
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