2. BACKGROUND
MINT Museum of Toys on 26 Seah Street features a world-class collection
of vintage toys and collectible goods in an international award-winning
modern structure.
Since its inception, the museum's collection has grown to include well
over 50,000 artifacts, 8,500 of which are on exhibit. The toys and objects
date from the 1840s through the 1980s and are from over 40 nations.
These are displayed throughout four themed levels of the museum
(Outerspace, Characters, Childhood Favourites, and Collectables).
The museum now serves a varied and growing audience that includes
residents, visitors, families, collectors, artists, and students. MMOT strives
to continue to captivate and inspire audiences' imaginations by leading
them on a 'Journey of Rediscovery' to reignite that 'Moment of
Imagination and Nostalgia with Toys' (MINT).
AWARDS
2006 - Runner Up in the category of Commercial Building
Cityscape Dubai Architectural Review Awards
2007 - Best New Global Design
Chicago Athenaeum International Architectural Awards
2008 - Winner in the category of the Tourism, Travel and Transport,
Cityscape Dubai Architectural Awards
3. LOOK AND FEEL OF
INSTAGRAM & FACEBOOK
Overview
- More content in picture/photo format as compared to videos or reels
- Random & inconsistent uploads dates, ranging from 1-2 days to 2-3 weeks.
- Posts are mostly about what their museum has (toys and AR Xperience
Museum mobile application) and less on consumer’s experience in the
museum
- Posts have different themes/art styles
- Tone of writing for captions are friendly and inviting
- Inconsistent use of hashtags
- Has Instagram highlights which allows MMOT to save and categorize
stories on their profile so followers new and old can still view and interact
with past stories
Objective
To publicise the museum's toy collections and their special feature (AR
mobile application) and other museum updates.
To pique visitors' interest in visiting the museum by giving contextual
information so people will be interested in visiting if they have knowledge
about MMOT and the toy’s backstories.
INSTAGRAM:
FACEBOOK:
4. MMOT has inconsistent posting dates, ranging from 1-2 days
to 2-3 weeks. Consistent content may help to develop
credibility, trust, and reputation. Maintaining a consistent
approach also provides a better customer experience, which
will leave customers remembering MMOT every time.
MORE CONSISTENT UPLOAD DATES
1
Through social media, potential customers have access to your brand and
how it is reviewed by its existing customers. Sharing customer’s experience
on their page can help establish trust and earn more leads and customers.
This can be done with their tagged photos section (earned media) on their
page and sending private messages to their existing customers and doing
a feature/shoutout on the customer’s thoughts/experience.
CREATE POSTS ON CUSTOMER’S EXPERIENCE
2
WHAT CAN
BE IMPROVED?
Photo examples found in their tagged page:
5. The key advantage of videos and reels is increased brand exposure.
It will allow MMOT’s content to be visible on the explore page as
well as a never-ending stream of Reels. When their content appears
on the Explore and Reels page, they reach people who might not
otherwise be exposed to their museum which can help increase the
chances of getting more views and maybe more followers.
TAKE ADVANTAGE OF VIDEOS AND REELS
3
WHAT CAN
BE IMPROVED?
MMOT’s content seems to heavily rely on their captions to deliver information.
Perhaps MMOT can try to have a balance on delivering information between both
photo and captions. Some information in their caption can actually be placed on a
photo/picture post instead. Since plain words are not as powerful as images and
potential customers will usually only look at what’s in the post instead of spending
time to read captions, placing information into photos/pictures might make it easier
for the audience to read and recall.
ADD INFORMATION ON POSTS BESIDES USING CAPTIONS
4
“Did you know?”information
could have been placed in the
picture post itself instead of
putting it in the caption.
6. SOCIAL MEDIA
BRAND
PERSONALITY
MMOT should be a brand with a genuine personality that is open
and considerate. MMOT should be responsible and take customer’s
expectations seriously. They should be devoted into sharing how
they can provide an amazing experience for everyone.
Through showcasing toys and games provided in the museum, if
MMOT place themselves as sincere, they will be loved and trusted
by customers to provide a one-of-a-kind trip to the museum.
SINCERE
Nostalgia is all about feeling cosy and comforting, and it works as an
emotional appeal. When people reminisce the toys they use to
have/wanted to buy and reflect on past recollections, they are soaking in
nostalgia and all the great relationships they had back then.
The potential of nostalgic branding should be leveraged by MMOT since it
can target two demographics: Millennials and Generation Z, which
correspond with MMOT's intended target audience. Every generation, from
Generation Z to Boomers, has particular recollections. MMOT should link their
audience with good notions or ideas from the past in order for Boomers to
reflect back on the past and for Gen Z and their love of all things 90s.
NOSTAGIC
1.
2.
7. SOCIAL MEDIA
BRAND
PERSONALITY
Excitement can be use to target the younger demographic
as it conveys a youthful and spirited attitude. With this
attitude, MMOT can be percieved as daring, up-to-date,
energetic, imaginative. These traits can already be found in
their unconventional way of incorporating technology into
a museum such as a mobile application that can scan and
tell stories of the toys showcased in the mueseum and the
special Argumented Reality feature.
EXCITING
MMOT has a vast selection of toys with intriguing
backstories and meanings so being educational should
also play an essential role in their brand personality.
Being educational can help attract those who want to
learn about the past, those who are curious about the
story and history of the toys and even those who simply
enjoy art and culture. MMOT can not only provide a fun
experience, but also an interesting and educational one
consumers will never forget to stand out and separate
themselves from other museums in Singapore.
EDUCATIONAL
3.
4.
8. CONTENT #1
LOREM
IPSUM
LOREM
IPSUM
LOREM
IPSUM
LOREM
IPSUM
CAPTION
Instagram Carousel:
The Beatles Debut
Likes aura_20 and milomilo and more
mintmuseumoftoys “The sun is up. The sky is blue. It's
beautiful, and so are you.”
The legends have arrived!... more
mintmuseumoftoys
5
12:30
The legends
are here
W W W. E M I N T. C O M
“The sun is up. The sky is blue. It's beautiful, and so are you.”
The legends have arrived!
We've got tonnes of memorabilia and unusual artefacts of The Beatles at MINT
Museum of Toys and we can't wait for you to come see them!
Visit the iconic boyband by booking a visit via www.ticketing.emint.com
@thebeatles @johnlennon @paulmccartney @georgeharrisonofficial
@ringostarrmusic
#thebeatles #rockmusic
W W W. E M I N T. C O M
W W W. E M I N T. C O M
W W W. E M I N T. C O M
Watch 2nd post’s video at:
https://drive.google.com/drive/folders/1HE2foonV
RV3RiAShV7FbtOjb_AvqZJqL?usp=sharing
Video File Name: Beatles Video IG Carousel
9. CONTENT #2
CAPTION
Instagram Carousel:
Popeye Debut
"I'm strong to the finich, cause I eats me spinach, I'm Popeye the Sailor
Man!"
Ahoy there! Popeye is here and better than before! One of the most iconic
animation character, Popeye has always been portrayed bereft of
manners yet he often comes up with solutions to problems that seem
insurmountable to the police.
Rediscover the classic animation chracter and book your tickets via
www.ticketing.emint.com
@popeye #popeye #popeyecomics #popeyethesailorman #comics
Likes aura_20 and milomilo and more
mintmuseumoftoys
5
12:30
AHOY!
AHOY!
W W W. E M I N T. C O M
mintmuseumoftoys "I'm strong to the finich, cause I eats
me spinach, I'm Popeye the Sailor Man!".. more
W W W. E M I N T. C O M
SCAN OUR CARDS
TO REDISCOVER
MINT MUSEUM OF TOYS
WITH POPEYE THE
SAILOR MAN
W W W. E M I N T. C O M
DOWNLOAD
TO BEGIN
Watch 2nd post’s video at:
https://drive.google.com/drive/folders/1HE2foonV
RV3RiAShV7FbtOjb_AvqZJqL?usp=sharing
Video File Name: Popeye Video IG Carousel
10. mintmuseumoftoys
Today 10:00
Technology is best when it brings people
together!”
Meet some of the museum's most treasured
vintage toys and characters as they explain their
historical and cultural origins and tales via the AR
Xperience Museum Mobile Application!...
Like
100 Comments
Comment
You and 99 others
RED 10:01 100%
CONTENT #3
LOREM
IPSUM
CAPTION
Facebook Mobile App
Promotional Video
Watch full video at:
https://drive.google.com/drive/folders/1HE2foo
nVRV3RiAShV7FbtOjb_AvqZJqL?usp=sharing
Video File Name: Facebook Mobile App
Promotional Video
Technology is best when it brings people together!”
Meet some of the museum's most treasured vintage toys and
characters as they explain their historical and cultural origins
and tales via the AR Xperience Museum Mobile Application!
Tag someone you'll love to share this experience with!
Tickets are available via www.ticketing.emint.com
#funevents #eventideas #toydisplay #displayideas #toys
#ArgumentedReality #AR #Xperience #MINTMuseumOfToys
11. CONTENT #4
CAPTION
TikTok
MINT Museum
Promotional Video
Watch full video at:
https://drive.google.com/drive/folders/1HE2foonVR
V3RiAShV7FbtOjb_AvqZJqL?usp=sharing
Video File Name: TikTok MINT Museum Promotional
Video
TGIF everyone! How about visiting us on the weekend for an
experience like no other!
Tickets are available via www.ticketing.emint.com
#funevents #eventideas #toydisplay #displayideas #toys
#ArgumentedReality #AR #Xperience #MINTMuseumOfToys
3.5k
250
520
mintmuseumoftoys
TGIF everyone! ...more
Following l For You
See Translation
Original Song
12. REFERENCES
ChildFirst. 2022. Mint Museum of Toys - Mountbatten - ChildFirst. [online] Available at:
<https://childfirst.com.sg/mint-museum-of-toys-mountbatten/> [Accessed 10 July 2022].
Emint.com. n.d. Toy Museum For Kids - Children Museum - MINT Museum Of Toys. [online] Available
at: <https://emint.com/> [Accessed 10 July 2022].
Facebook.com. n.d. [online] Available at: <https://www.facebook.com/mintmuseumoftoys/>
[Accessed 10 July 2022].
Instagram.com. n.d. Instagram. [online] Available at:
<https://www.instagram.com/mintmuseumoftoys/?hl=en> [Accessed 10 July 2022].
Tripadvisor.com. n.d. [online] Available at:
<https://www.tripadvisor.com.sg/Attraction_Review-g294265-d1452075-Reviews-Mint_Museum_of
_Toys-Singapore.html> [Accessed 10 July 2022].
Youthopia.sg. n.d. MINT Museum of Toys launches new Augmented Reality experience. [online]
Available at:
<https://youthopia.sg/read/mint-museum-of-toys-launches-new-augmented-reality-experience/>
[Accessed 10 July 2022].
