(G2) Group 10 – Red Dot Design Museum Singapore (MAAD)



The Red Dot Design Museum Singapore is currently located at the former Traffic Police Building in Tanjong Pagar. The building was painted in red to signify the brand of the Museum as a creative hub.

Red Dot Singapore hosts a monthly flea market MAAD (Market of Artists and Designers) since July 2006. The MAAD was established to provide aspiring artists, designers and entrepreneurs a platform to showcase their products. The art market is the longest and largest recurring art market in Singapore.

Goal and Mission

The Red Dot Singapore’s ultimate goal is to create a vibrant art community in Singapore. By spreading awareness about art and design, the company hopes that more people will start appreciating the arts and view it as a viable career option.

Thus, our strategies follow the goal of Red Dot Singapore and the three strategies works together to create a vibrant art community in Singapore.

Social Media Analysis and Evaluation

MAAD’s current social media platforms are Instagram, Facebook page events and Google plus.

Lack of Emphasis on Artists and Creations in Social Media Posts

The posts do not explain what the product is or who the artist is. There is little to no backstory and merely mentions which artist will be at that month’s MAAD. Thus, MAAD’s content is one-dimentional and lacks engagement.


Use of Weak and Unmemorable Hashtags

MAAD’s current use of hashtags, while unique to their event, are not easily memorable neither are they catchy. #LateNightShopping, #CreativeMarketPlace, #PlanYourFridaysWisely and #NotYourUsualFlea are some examples that are too long and cumbersome to remember.


Lack of Proper Representation in Photos on Instagram and Facebook

Photo posts on Instagram and Facebook are currently poorly curated as firstly, not all are informative to followers. These posts do not accurately represent the types of products that will be sold.


Synthesio Analysis

The following shows the sources of social media which MAAD gets the most number of mentions


MAAD gets 77% of it’s mentions from Instagram, 11% from Twitter, 6% from I – S Knows Singapore, 4% from Facebook, 1% from Plush Asia One and 1% from Her World.com, and has had no negative sentiment, with the bulk of it’s sentiment being neutral (323 mentions) and a small portion being positive (59 mentions). The reason for the large number of sentiment being neutral is because most of the mentions are informative in nature, as compared to positive reviews or feedback from the event.

Identification and Analysis of Competitors

Emphasis on Featuring Artists and Creations in Social Media Posts

Both competitors, The Local People and Maker’s Market put heavy emphasis on publicizing the artists that showcase at their events, the types of products these artists sell as well.  These competitors also link the social media accounts of these artists in their Instagram and Facebook posts to allow followers to access more information about these artists easily


Event Collaboration and Joint Publicity on Social Media

One of MAAD’s competitors that we have identified is The Local People – similar to MAAD, they are an independent monthly art market that encourages artists to display their works for sale. However, our group has identified that they have a much bigger following of 17.2 thousand followers on Instagram alone as compared to MAAD’s meagre 1.8 thousand followers.


Target Audience

The target audience we are hoping to direct our social media strategy at involve two distinct groups: Artists & Designers and Members of the public

Our Proposed Social Media Strategy


  • Raising Awareness
  • Attracting more artists and visitors
  • More people to join the arts community

Strategy 1: Leveraging on stronger hashtags on Instagram and Facebook to promote artists and designers:  #MAADTalentedArtists

Our first social media strategy involves the use of the hashtag on both MAAD’s Facebook and Instagram – #MAADTalentedArtists. It is aimed at being shareable content which will initially be rolled out on MAAD’s own Facebook and Instagram accounts and then hopefully be further shared by the account’s followers.

Strategy 2:  Publicizing MAAD’s Workshops Using Simple Call-to-Action Hashtags: #MyArtStory

The second strategy aims to engage with the general public. In order to connect the artists and designers with the general public, classes by the vendors will be held once a month during MAAD. At the end of each lesson, the participants will have a product that they created and the pictures of each person and their product will be posted onto the MAAD Instagram and Facebook page with the hashtags #MyArtStory. To generate more awareness, the participants are encouraged to post their own photos on their personal social media accounts with the same hashtag

Strategy 3: Creating Informative Shareable Video Content To Generate More Publicity on Social Media

Short time-lapse videos are to be created monthly, aiming to feature the highlights of MAAD. These will be shared on Facebook, MAAD’s own website as well as YouTube. It aims to connect with visitors on a deeper level and will focus on the visitor experience of attending a MAAD event. These videos will feature the details of the activities happening during the event.

There might also be possible synergistic gains with the second strategy of #MyArtStory when combining the 2 strategies together, as consumers feel more engaged when they are shown the possible activities they can participate in during the event.


Ultimately, we hope that MAAD can achieve the goal of creating a vibrant art community!

(G2) Group 10 – Red Dot Design Museum Singapore

mylittlejoops red dot museum exterior.JPG


Red Dot Design Museum first opened in Germany and the Red Dot Design Museum Singapore was subsequently established to better connect with the Asian design scene. Red Dot Design Museum Singapore exhibits the latest design trends from around the world. All exhibits at the museum are winners of the three international Red Dot Design Award; namely Red Dot Award: Product Design, Red Dot Award: Communication Design and Red Dot Award: Design Concept.

Red Dot Singapore also hosts an art flea market, MAAD (Market of Artists and Designers) monthly. Through MAAD flea market events, Red Dot Singapore seeks to create a platform for aspiring artists, designers and entrepreneurs to showcase their products. MAAD was initiated by Red Dot Singapore in 2006 and is a primary focus for Red Dot Singapore.

Existing Active Channels

Red Dot Museum Singapore currently employs Facebook, Google Plus pages and Youtube in their social media strategy. For MAAD, the Museum creates a separate Facebook event on a monthly basis. MAAD also has its own Instagram profile and Google Plus page.

Focus of Project

Our group has decided to focus on the MAAD event held monthly by Red Dot Singapore because the Museum has been actively attempting to improve MAAD’s social media strategy/content. Their goals are to expand MAAD’s campaign reach and boost engagement with MAAD’s social media accounts.

We studied the museum’s own social media strategy and found that it is well established and that they already have a clear message and direction which is working for them. Thus, we will not be focusing on the museum’s own strategy as we feel there is less value to be added as opposed to MAAD’s social media strategy.

We feel MAAD’s social media strategy can be further developed and improved upon as the museum is looking to boost interaction with MAAD’s social media platforms, event visibility and ultimately, foot traffic at their events. Their end goal is to increase the promotion of and appreciation for the arts and design scene in Singapore.

Current Issues

MAAD has begun to face a fall in visitorship over the past few months, which has created a cause for concern for the museum as they worry it could lead to a vicious cycle; less visitors would result in a decline in interest of artists and designers to even showcase at MAAD events. MAAD’s social media channels are not garnering enough interaction with the general public who come as visitors to the event as noted by the number of followers and likes per post.

There has also been considerable diversion of attention away from MAAD events and its social media platforms as evidenced by the fall in visitor traffic and initial primary research conducted by the Museum.

Research Questions

1)     How can MAAD use social media platforms to better raise awareness for the local arts and design scene?

2)    How can MAAD leverage on social media to position itself as the premier platform for local artists and designers to showcase their work and to increase engagement with a wider audience?

Value of Study

We hope to generate an increased awareness of MAAD as a place where Singaporeans can come to appreciate the arts and design in a relatable way.

Through improving MAAD’s social media campaigns, we would like to foster and develop both local and foreign artists and entrepreneurs through positioning MAAD as an event where their work can be recognized and valued.


We want to analyze the platforms MAAD is using to gain publicity and assess how effective their efforts have been thus far so as to help improve upon or generate completely new social media campaigns.

From this, we hope to increase engagement with the public and draw more visitors to MAAD events. We would also like to develop a greater reach to Singaporeans by identifying influencers with large followings who have skills and interests relevant to MAAD’s themes.


We will be conducting primary research through surveys to find out about the general attitudes of Singaporeans towards the arts and how aware they are of such events. This will help us to better identify the gaps in MAAD’s social media strategies and tailor our strategies accordingly.

We will be using case studies of similar events held locally and abroad. This will enable us to study the various social media campaigns that have been employed, which will help us in creating our own strategies that would work the best for MAAD.

We will also be evaluating influencers in Singapore to identify who would be the best suited to help in pushing out our social media campaigns for MAAD.


By: Meliza Tan, Melissa Cheok, Marcus Yeo