Client name withheld under NDA.
Meal-prep delivery is a crowded space in Singapore, and many brands look for an influencer marketing agency because creators already show up in the feeds of their buyers: office workers, young families and gym-goers who are short on time. The brand had a central kitchen, a rotating weekly menu and delivery across the island. For six months it had worked with another agency on influencer campaigns, paid as flat fees per post. The campaigns built awareness and the earlier agency delivered what was agreed: posts went live on time and reach looked healthy. The gap was that nobody could say how many orders came from them.
There were no promo codes and no tracked links, so the owner was judging the spend by impressions and by feel. When DMS took over, we added a one-question checkout survey for every new customer in the first month, matched the answers to the old posting dates and arrived at roughly 50 creator orders a month at an average order of S$62. With about S$4,800 a month going to creators, that worked out to S$96.00 per order. Only 18% of those customers reordered within 60 days, which told us the posts were drawing one-off curiosity more than regular eaters.
Before booking anyone, we built a unique promo code and a tagged link for every creator, and set the checkout to record which one was used. We added a short 'how did you hear about us' question for customers with no code. We then reviewed the old posts and the earlier results fairly, keeping the two creators whose audiences clearly matched the brand and the content files the brand already owned.
If orders cannot be traced, any result is a guess. Tracking came first so that every later decision, including which creators to keep, rested on orders and not impressions. Keeping what worked also made the handover smooth.
We moved away from one large account towards a group of micro-creators with 5,000 to 40,000 followers: office lunch reviewers, home cooks, young parents and local food accounts. We checked comments for real questions and orders from followers, not just emojis. Creators were paid a smaller fee plus a free week of meals and a commission on each tracked order, so those who sold got more.
Smaller creators talk to followers who trust them, and a comment like 'does it come on Mondays?' is worth more than a thousand quiet views. The trade-off was reach: total views dropped in the first two months, and the owner noticed. We agreed to judge on orders.
Each creator received a one-page brief covering menu highlights, delivery areas, the first-order code and what not to say. The brief asked for taste, convenience, variety and price, and ruled out health, nutrition or weight-loss claims. Posts had to carry a clear #ad label. We also agreed usage rights in writing, so the brand could reuse the best videos for 90 days.
Clear briefs kept posts honest and in line with Singapore advertising guidelines on disclosure. Written content rights meant the brand did not need to ask again each time a video performed well, which opened the door to paid reuse.
The strongest creator videos went into Instagram and Facebook ads aimed at people near the delivery zones. We tested short cuts of 15 seconds against longer ones, and put the creator's own wording in the caption. One test failed: a slick edited montage did worse than a rough phone clip, so we stopped it and kept the raw style.
A creator video that already sells organically is a cheap ad. Paid reuse stretched each fee further and gave the brand a way to reach people outside the creator's own followers.
Each month we sent a report showing orders, revenue and cost per order by creator, plus how many of their customers ordered again. Creators whose customers reordered received a larger commission tier, and weaker ones were rested. We also set up a weekly meal plan offer for first-time buyers so new customers had a reason to come back.
A single order from a creator is nice, but a repeat customer is where a delivery brand makes money. Rewarding creators whose followers stayed gave them a reason to talk about the brand for the right reasons.
After four months, the brand could finally say what influencers were worth. Monthly orders from creators went from 50 to 152, average order value rose from S$62 to S$71 and monthly creator revenue grew from S$3,100 to S$10,792. Spend went up only from S$4,800 to S$5,400, so cost per order fell from S$96.00 to S$35.53. Customers who reordered within 60 days rose from 18% to 34%.
Codes and links live for every creator, baseline measured, two matching creators kept from the earlier campaigns.
New creators posting, written briefs and content rights in place. Reach dipped while orders began to climb.
Creator videos running as ads, commission tiers tied to repeat customers, final numbers recorded.
Reach looked fine for six months while nobody knew what it sold. Once every creator had a code and a link, the brand found that a few small accounts drove most orders. If you run a food brand in Singapore, set up tracking before you pay for the next post.
Posting went from 2 creators to 11, with a smaller fee and a commission on each order. Cost per order dropped to S$35.53 even though total reach fell at first. Followers of a micro-creator ask real questions, and that is what turns a post into a delivery sign-up.
Only 18% of creator customers came back at the start, and 34% did by month 4. For a subscription-style food service, the first order is the start of the relationship. Pay and brief creators with that in mind, and reuse their best videos in your own ads.
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