Executive summary
- 7-ElevenLicensed merch drops are the day's runaway story — the 'Behold My Cat' plush (1,327 IG engagements) and Crayon Shin-chan clickers (1,167) dwarf every food promo
- In the commentsFans are bragging about completing full sets and landing secret editions, with unboxing videos already circulating
- ⚠ Review7-ElevenStore-availability info is missing on both viral merch posts, leaving eager buyers stuck
- In the commentsMultiple customers ask 'which outlets carry this?' under both the cat plush and Shin-chan posts with no official reply
- 7-ElevenFood promos are getting buried by merch hype — the Creamy Chicken Garlic & Egg Wrap launch drew only a fraction of the engagement
- 7-ElevenSmall organic wins outside paid campaigns — a rice-ball-shaped ice cream on Xiaohongshu and a $4.50 smoothie find on TikTok are generating genuine curiosity with zero spend
- In the commentsCommenters are asking about taste (e.g. sweetness), suggesting appetite for more flavour/product detail
- 7-ElevenThe Ghody cat campaign is sparking cross-border envy, with fans in Malaysia asking why it isn't available there
- CheersCheers' haze-season essentials post landed but generated only a token laugh-react, low engagement overall
Earned vs owned reach
Of the 2.8k total reach today, 99% is the chains posting on their own channels and only 1% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 1%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 35 | 2.7k | 99% |
| Cheers | 0 | 33 | 100% |
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 day's buzz is largely brand-driven, not organic.
Most viral today
“Even a little ghost can’t resist a cute cat 🐈⬛👻 The Ghody “Behold My Cat” series brings together spooky ghosts and adorable cats — the ultimate bestie duo. No ghosting here, they stick together always. Only at $4.90 each. Which one will you get? 🎁 Available at selected 7-Eleven stores, while stocks …”
Owned IG promo for collectible plush merchandise, strong engagement (1327).
View post →“New drop: The Crayon Shin-chan Tap & Relieve Series🔥 Built for satisfying clicks and daily desk therapy, these clickers are only at $13.90 each. ✔️ Compatible with mechanical keyboards ✔️ Portable with lanyard ✔️ Stress relief, but make it cute Which one are you getting? 🎁 Now available at selected …”
High-engagement (1167) owned IG post for licensed merchandise drop.
View post →“🧄 Creamy, savoury and packed with flavour. The Creamy Chicken Garlic & Egg Wrap brings together tender chicken, creamy egg and garlicky goodness in every bite. A comforting wrap for any time of day. 🤤 #7ElevenSG”
Official 7-Eleven IG promo for new food item.
View post →“will you try this for $4.50? found at esplanade mrt🥭🍓 #711 #711smoothie #japan #foodiesg #wheretogosg”
Local foodie TikTok highlighting a $4.50 smoothie find at Esplanade MRT 7-Eleven, driving organic curiosity.
View post →“New drop: The Crayon Shin-chan Tap & Relieve Series🔥 Built for satisfying clicks and daily desk therapy, these clickers are only at $13.90 each. ✔️ Compatible with mechanical keyboards ✔️ Portable with lanyard ✔️ Stress relief, but make it cute Which one are you getting? 🎁 Now available at selected …”
Owned FB cross-post of the Crayon Shin-chan clicker merchandise drop.
View post →“7-Eleven's new 'rice ball ice cream' spotted in store, author charmed by its cute rice-ball shape and soft texture.”
🇸🇬🍙 7-Eleven新品「饭团冰淇淋」 路过7-11看到真的有被可爱到，买来品尝[萌萌哒R] 饭团造型的冰淇淋🍙，看起来真的很像饭团！[色色R] 外面是软软的
Cute novelty ice cream design drives organic visitor buzz and photo-sharing for 7-Eleven.
View post →“Haze season? Stay ready 😷💨 From masks and eye drops to throat relief and hydration, pick up your everyday haze essentials at Cheers when you need them. When the haze hits, Cheers has you covered! 💙 *Product availability varies by store. #CheersSG #CheersOnTheGo #HazeEssentials #StayPrepa …”
Owned Cheers IG post repeating haze-preparedness messaging.
View post →“Haze outside? Essentials first 😷💨 Masks, eye drops, throat relief, hydration. Get what you need at Cheers and stay prepared! *Product availability varies by store. #CheersSG #CheersOnTheGo #HazeEssentials”
Owned Cheers TikTok reinforcing haze-season product promotion across platforms.
View post →“Feeling the effects of the haze? 😷💨 Stay prepared with everyday essentials conveniently available at Cheers 💙 Pick up masks, eye drops, throat relief and refreshing drinks to keep you hydrated when you’re out and about. *Product availability varies by store. #CheersSG #CheersOnTheGo #HazeEssentials …”
Owned Cheers post capitalizing on haze season to promote relevant products.
View post →What customers are saying
Act on this
Both the 'Behold My Cat' plush and Crayon Shin-chan clicker posts are driving strong demand, but customers repeatedly ask which outlets stock the items and get no reply, risking lost footfall and frustration.
▸ Two separate unanswered comments across the two top posts asking for a store list
What are the list of stores we can find this at?
“What are the list of stores we can find this at?”
7-Eleven@skins.oo · Instagram · ♥ 0 · source
Customers who complete full sets or snag secret editions are self-posting unboxing content — this UGC is more credible than owned posts and should be reshared to extend reach.
▸ Customer claims to have collected the full set plus the secret edition and posted an unboxing video
I got the whole set 😍 and was lucky enough to get the secret edition 😙 just posted unboxing vid
“I got the whole set 😍 and was lucky enough to get the secret edition 😙 — just posted an unboxing video”
7-Eleven@bountybonebroth · Instagram · ♥ 0 · source
The Creamy Chicken Garlic & Egg Wrap launch pulled only modest engagement compared to merch drops, suggesting the current content mix over-indexes on collectibles at the expense of core F&B storytelling.
▸ Wrap launch: 163 IG / 12 FB engagements vs 1,000+ on merch posts
😂😂
“😂😂 (low-effort reaction on Cheers haze post, illustrating the engagement gap food/utility posts face vs. merch)”
Cheers@_jlmh · Instagram · ♥ 0 · source
What's working
Licensed merchandise collectibles continue to be 7-Eleven's strongest engagement lever, backed by genuine organic enthusiasm.
7-Eleven'Behold My Cat' plush set drives collector frenzy
1,327 IG engagements — the day's top-performing post
I got the whole set 😍 and was lucky enough to get the secret edition 😙 just posted unboxing vid
“I got the whole set 😍 and was lucky enough to get the secret edition 😙 — just posted unboxing vid”
7-Eleven@bountybonebroth · Instagram · ♥ 0 · source
Omg, this so cuteeeeee 😍
“Omg, this so cuteeeeee 😍”
7-Eleven@nur.mk87 · Instagram · ♥ 0 · source
7-ElevenOrganic UGC generating free positive buzz
Rice-ball-shaped ice cream post on Xiaohongshu drew curious, positive engagement with zero brand spend
会很甜吗[害羞R]
“Will it be very sweet? [shy emoji]”
7-Eleven@是慈慧不是词汇 · Xiaohongshu · ♥ 0 · source
Report Card: Questions & Gaps
Customers are engaged but hitting friction points around availability and product info that owned channels aren't addressing.
7-ElevenWhere can I actually buy this?
Repeated store-list questions on both the cat plush and Shin-chan clicker posts
What are the list of stores we can find this at?
“What are the list of stores we can find this at?”
7-Eleven@skins.oo · Instagram · ♥ 0 · source
Hi, May I know which are the selected 7-11 outlets? Thank you.
“Hi, may I know which are the selected 7-11 outlets? Thank you.”
7-Eleven@jaydenlau · Instagram · ♥ 0 · source
7-ElevenCross-border demand unmet
A Malaysian fan asks why the Ghody cat collection isn't sold there, signalling appetite for regional expansion
Kenapaaa kat malaysia takdeee
“Why isn't this in Malaysia”
7-Eleven@nsshiro._ · Instagram · ♥ 0 · source
7-ElevenProduct curiosity going unanswered
Organic ice cream post draws a taste question with no visible brand reply
会很甜吗[害羞R]
“Will it be very sweet? [shy emoji]”
7-Eleven@是慈慧不是词汇 · Xiaohongshu · ♥ 0 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
I got the whole set 😍 and was lucky enough to get the secret edition 😙 just posted unboxing vid
“I got the whole set 😍 and was lucky enough to get the secret edition 😙 — just posted unboxing vid”
7-Eleven@bountybonebroth · Instagram · ♥ 0 positive · source
Omg, this so cuteeeeee 😍
“Omg, this so cuteeeeee 😍”
7-Eleven@nur.mk87 · Instagram · ♥ 0 positive · source
What are the list of stores we can find this at?
“What are the list of stores we can find this at?”
7-Eleven@skins.oo · Instagram · ♥ 0 neutral · source
Hi, May I know which are the selected 7-11 outlets? Thank you.
“Hi, may I know which are the selected 7-11 outlets? Thank you.”
7-Eleven@jaydenlau · Instagram · ♥ 0 neutral · source
Kenapaaa kat malaysia takdeee
“Why isn't this in Malaysia”
7-Eleven@nsshiro._ · Instagram · ♥ 0 negative · source
会很甜吗[害羞R]
“Will it be very sweet? [shy emoji]”
7-Eleven@是慈慧不是词汇 · Xiaohongshu · ♥ 0 neutral · source