Mills Fabrica – Empathy makes a tangible difference



The Mills Fabrica hosts the ‘Techstyle For Social Good’ International Student Competition annually to drive social impact and sustainable development through awarding techstyle and agrifood tech prizes to game-changing technology ideas from young innovators.


To engage international students and startups participating in the competition, we covered mainstream social media with content marketing and digital ad placement across the globe including Hong Kong, Taiwan, Singapore, Malaysia, Thailand, South Korea, Japan, United Kingdom, Canada and the United States. Each social media played a role: Facebook for information dissemination to improve brand awareness; Instagram for participants’ real-time presentation & interaction to create content incubation; Twitter for sparking discussion by celebrity panelists to make noises; LinkedIN for engaging in like-minded partner communities to attract business cooperation.


Social content increased 84% YOY on reach. With 15% drop on CPA for event enrollment, recruitment of entries successfully reached target by 2 months ahead of deadline.