Ongoing project retainer since June 2019
Drive awareness for Hmlet, educate consumers about the co-living sector and execute crisis communication
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.
earned media coverage& an exclusive with CNBC Asia
media attendeesduring a media staycation
- 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.