Earned vs owned reach
Of the 11k total reach this week, 44% is the chains posting on their own channels and only 56% is independent voices. Independent voices carry a healthy share of the reach this week.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 5.8k | 4.5k | 44% |
| Cheers | 494 | 386 | 44% |
Earned = organic / independent voices — this drives Share of Voice, sentiment and everything above. Owned = the brands' own official accounts, i.e. what they broadcast. A high owned share means the week's buzz is largely brand-driven, not organic.
Most viral this week
“🐾 7-Eleven Singapore Has Launched Its First-Ever Pet Merch! Pet owners can now redeem the limited-edition Paw Manager Pet Collar for S$7.90 by claiming a voucher through the 7-Eleven SG app. The exclusive merch drop will be available from 29 July, 8AM, while stocks last. 📍 50 selected 7-Eleven store …”
7-Eleven SG launched its first-ever pet merchandise line - character/merch strategy extending into new categories.
View post →“What’s your go-to kopitiam drink? 🥤✨ Teh Tarik, Kopi O, Bandung, or Teh Limau — the Dabao! Drinks Edition turns familiar local favourites into adorable plush drawstring crossbody bags at $17.90 each. Which drink are you carrying home? 🧡 Teh Tarik 🤎 Kopi O 🩷 Bandung 💚 Teh Limau Available exclusively …”
7-Eleven is promoting its exclusive Dabao! Drinks Edition plush drawstring crossbody bags ($17.90) themed on local kopitiam drinks.
View post →“Something special is dropping for pet lovers! 🎉 Introducing 7-Eleven’s first-ever pet merch! 🐾 Get the limited-edition Paw Manager Pet Collar for just $7.90 when you claim your voucher on the 7-Eleven app. Available from 29 July, 8:00am, this exclusive pet merch drop is the perfect gift for your fur …”
7-Eleven is announcing its first-ever pet merch, the $7.90 Paw Manager Pet Collar, redeemable via a VoucherDrop on the 7-Eleven app.
View post →“POV: Your local 7-Eleven just hired cats as store managers. 🐱🐾 🏪 Claim your voucher in the 7-Eleven App! Limited stocks available now! #talia #tiara #cats #7elevensg #singaporecats @7elevensg”
A viral 'your local 7-Eleven hired cats as store managers' app-voucher campaign - playful marketing with strong reach.
View post →“Attention! @7elevensg is giving away 2,500 FREE WRAPS on 29th July to the first 50 customers at 50 selected locations islandwide! These ready-to-eat bites are so good that one is never enough!😍 ‼️Customers can also enjoy $2 off all ready-to-eat items, available exclusively via the yuu app (for both …”
7-Eleven SG is driving ready-to-eat trial via free-wrap giveaways and yuu-app-exclusive $2-off discounts, deepening loyalty-app engagement.
View post →“[Review] The super-viral Dubai Chewy Cookie from Korea - have you all tried it? The viral Dubai Chewy Cookie from Korea is finally here in Singapore @7elevenSG!”
【测评】韩国超火的迪拜软糯曲奇Dubai Chewy Cookie，你们吃过吗？😋 The viral Dubai Chewy Cookie from Korea is finally here in Singapore @7elevenSG ! 🇸🇬🔥 #roromallo #dubaichewy …
The Korean viral Dubai Chewy Cookie launch is drawing organic creator reviews at 7-Eleven SG, signalling strong trend-led footfall.
View post →“these vegetable shaped ice creams are way too cute!! 🙂↕️🫢🍆🥕 found it at @Cheers & FairPrice Xpress & these are going to be my main form of veggies for the coming weeks… check out the participating Cheers stores here: http://cheers.com.sg/veggiesicecream #CheersSG #viralicecream #hiddengem”
Rival Cheers is riding the viral veggie-shaped ice cream trend (via FairPrice Xpress tie-in), a novelty draw 7-Eleven currently lacks.
View post →“GIVEAWAY 🎉 Stay cool anytime, anywhere! ❄️ Stand a chance to be one of 5 lucky winners to win an XCEED XC701 Foldable High-Speed Handheld Fan. Enjoy powerful wind speeds of up to 8.5m/s, 1–100 adjustable speed levels and a 180° foldable design. A neck strap is included for easy hands-free cool …”
Cheers is running a follow/like/tag giveaway for five XCEED XC701 foldable handheld fans, open to Singapore residents.
View post →“Ice Cream Lovers rejoice! Look out for the viral veggie-shaped ice cream which have arrived at selected Cheers and Fairprice Express stores: ➡️SWIPE FOR MORE PICS & VIDEOS ➡️ 🍆Eggplant Ice Cream: Grape Milk flavour with chewy rice skin, filled with crispy white chocolate balls, crunchiness with ever …”
Detailed creator coverage of Cheers' veggie-shaped ice creams (grape-milk eggplant, buttermilk carrot) shows the novelty gaining organic traction.
View post →“Minty fresh breath and a free plushie at Cheers? I'm SAT 🧎🏻♀️ Check out Eclipse’s Limited Edition pack, featuring 4 plushies designed after Singapore’s iconic local dishes! Each plushie also comes with a reusable bag inside- perfect for everyday errands, snack runs, or just carrying it to bo …”
Cheers is promoting Eclipse mints' limited-edition packs featuring four local-dish plushies that double as reusable bags.
View post →“It's SG's birthday but we're the ones getting the treats? 😭🇸🇬 Celebrate with delicious finds for under $5 at Cheers. 🎉 Send it to your friend now, and stock up before the promotion ends 19 August 2026 🤪 Promotion availability varies by store. #CheersSG #NDPfinds #NDPdeals”
Cheers is promoting National Day 'NDP finds' with treats under $5, running through 19 August.
View post →What customers are saying
- 7-Eleven7-Eleven's “Paw Manager” pet-collar drop was a viral hit that demand outran — islandwide stockouts, app sign-up failures and pricing confusion turned eager buyers away and fed a Carousell scalper market.
- 7-ElevenThe 7-Eleven app is the biggest self-inflicted barrier: customers hit spurious “under-18” blocks, balk at card/CVV/NRIC scans, and some can't register at all — friction sitting right between the hype and the sale.
- 7-ElevenCharacter IP is a genuine earned-buzz engine (the cat “store managers”, K-pop MINITEEN, Sanrio, the viral Dubai cookie) generating playful UGC at near-zero cost — but the plush merch ($17.90–$19.90) is widely called overpriced.
- 7-Eleven vs CheersCheers is competing on novelty and community — viral veggie/buttermilk ice cream via FairPrice Xpress, and FairPrice-Foundation youth vouchers — a lane 7-Eleven isn't playing in.
Act on this
The Paw Manager collar sold out islandwide while the 7-Eleven app blocked sign-ups — spurious “not 18” rejections, NRIC/card scans, and failed registrations. That friction sat directly between a viral campaign and the sale.
▸ Recurred across the collar's comments — “can't register”, “app not allowing me”, “ridiculous to ask for card info and CVV”.
Guys, your app is not allowing me to register.. apparently I'm not 18 (?!) I can't even scan my card nor my NRIC. Why the heck do I need to scan all these?
7-Eleven@felinefurball · Instagram · ♥ 0 · source
Demand for the collar massively outran stock: customers walked several outlets, queued from 8am, and still missed out — while scalpers flipped multiples on Carousell at up to $39.
▸ Dozens of “sold out” reports across named outlets (Nex, Novena, Compass One…); scalper resale flagged by customers.
Do note that scalpers are currently selling them at up to $39 on carousell. Not sure why some people can get 5 pieces and resell! 😡
7-Eleven@acupof.toffy · Instagram · ♥ 2 · source
The “$7.90” collar carried hidden spend thresholds and inconsistent in-store pricing — one customer was charged $12.10, another was told the minimum spend was $28.
▸ Pricing surprises recurred on the collar; the plush merch was separately called “not worth it”.
I went to buy the pet collar at SGH outlet. The staff told me its original price is $20. This $7.90 is a discount. So end up i paid $12.10.
7-Eleven@weiiiweiiiiiii · Instagram · ♥ 3 · source
What's working for 7-Eleven — amplify
Where customers are genuinely delighted this week. Worth leaning into.
7-ElevenThe “cat store managers” idea is a zero-cost UGC engine
Customers played along in-character across every pet post — pure earned amplification.
I think they hire doggos now too! 😍 Hello colleague! 🐾
7-Eleven@awarmpupofhojich · Instagram · ♥ 0 · source
7-ElevenCharacter & K-pop IP is pulling real footfall
The Korean-viral Dubai Chewy Cookie and the MINITEEN (SEVENTEEN) collab drove creator reviews and store visits.
Wow!! Looks soo tasty! 🤤😋
7-Eleven@motionzeros1 · TikTok · ♥ 2 · source
7-ElevenTourists treat SG 7-Eleven as a snack destination
Mainland-visitor posts on Xiaohongshu champion specific SKUs (apple juice, mini instant noodles).
解暑
“Beats the heat.”
7-Eleven@吃掉这个夏天 · Xiaohongshu · ♥ 0 mainland · source
What 7-Eleven customers are asking (and we're not answering)
The most common replies are basic questions the post could have answered — each a small, weekly, fixable gap.
7-Eleven“Which outlet has it?” — availability
Every drop draws “which store?” — customers can't find the advertised item.
Is there a listing of the 7-11 stores where we can buy the bag?
7-Eleven@doc_greasy_chees · Instagram · ♥ 1 · source
Omg! 💕 which store is selling this?
7-Eleven@hellomistek · Instagram · ♥ 0 · source
7-Eleven“How much? / it's not in the app” — price
Prices are missing from posts and sometimes from the app too.
How much is 1? Didn't get to see it in the app as well
7-Eleven@chubby_sammy77 · Instagram · ♥ 0 · source
7-Eleven“Is it halal?” — a Singapore-specific gap
Muslim customers repeatedly ask, and are warning each other when items aren't halal — a labelling opportunity.
Side note: for the Muslim Carats who want to buy this MINITEEN, fyi the gummy is not halal. It contains animal gelatin.
7-Eleven@syazcandy · TikTok · ♥ 5 · source
7-Eleven complaints & friction
Where our own customers are unhappy — operational and product issues to act on.
7-ElevenThe app is a barrier, not an enabler
Beyond the collar drop, customers object to what the app demands just to sign up.
Just downloaded the 7-11 app. It's ridiculous to ask for credit card info and even the security code 🙄
7-Eleven@loveyouhp · Instagram · ♥ 0 · source
7-ElevenPlush merch is seen as overpriced
The $17.90–$19.90 kopitiam-drink plush bags drew blunt price pushback.
Not worth $17.90
7-Eleven@triple_gees.74 · Instagram · ♥ 4 · source
Ridiculous prices
7-Eleven@lucielle.55 · Instagram · ♥ 4 · source
7-ElevenUndercut by supermarkets on the same SKU
Shoppers notice when FairPrice sells the same novelty cheaper.
Had this 4 weeks ago from 7-Eleven at $2 per bottle. Now Fairprice also selling and cheaper — at $1.65.
7-Eleven@Min Loh · Facebook · ♥ 0 · source
How Cheers is competing
What the rival is doing that's landing — useful competitive context.
CheersNovelty: viral veggie / buttermilk ice cream (via FairPrice Xpress)
A trend-led novelty 7-Eleven isn't matching — it's actively pulling people in.
Creamy buttermilk ice cream??? Im gg to cheers rn
Cheers@rhanzhou · TikTok · ♥ 1 · source
CheersCommunity goodwill: FairPrice-Foundation youth vouchers
Cheers leans on the FairPrice ecosystem for a community-good angle — and customers engage with it constructively.
Consider giving to low-income jobless elderlies too.
Cheers@Tan Allan · Facebook · ♥ 0 · source
In their words
A cross-section of real comments this week: praise, criticism and competitive reasoning.
Nex and Novena brunch sold out!
7-Eleven@wynxical · Instagram · ♥ 3 negative · source
Evening all my Paw colleagues, I just finished my shift 😀
7-Eleven@leenalim5 · Instagram · ♥ 3 positive · source
But more expensive than the normal ones.
7-Eleven@angiesx13 · TikTok · ♥ 0 negative · source
I can't download the app, can I still buy this for my cat?? 🥹🥹🥹
7-Eleven@amanda.shilton · Instagram · ♥ 0 negative · source
halal ?
7-Eleven@imabigassdragom · TikTok · ♥ 0 neutral · source
Creamy buttermilk ice cream??? Im gg to cheers rn
Cheers@rhanzhou · TikTok · ♥ 1 positive · source
Not worth $17.90
7-Eleven@triple_gees.74 · Instagram · ♥ 4 negative · source