Executive summary
- CheersCheers' Mr Crab EZ-Link charm is the single most-viral item in the category today (755 IG engagement), dwarfing every 7-Eleven post.
- In the commentsComments are a flood of 'so cute' reactions, but one top voice already predicts scalpers will snap up stock before fans can.
- ⚠ Review7-Eleven7-Eleven's Chicken Chop with Mash Potato ready-meal is resonating organically on IG and worth amplifying further.
- In the commentsA customer asked 'What price?' directly in comments — a basic conversion detail missing from the post.
- ⚠ Review7-ElevenCollectibles remain the category's engagement driver — 7-Eleven's Blokees Spider-Man and Hello Kitty capsule tie-ins drew organic love but couldn't match Cheers' charm buzz.
- In the commentsShare-of-voice risk in the collectible/merch space that needs a stronger 7-Eleven response.
- CheersDemand for collectible charms is spilling across brands, with fans still actively hunting an older Gardenia charm.
- In the commentsShows customers are collecting habitually, not just reacting to one campaign — a repeatable engagement lever.
Earned vs owned reach
Of the 1.3k total reach today, 98% is the chains posting on their own channels and only 2% is independent voices. The organic conversation is small relative to brand broadcasting — every headline metric above is the earned 2%.
| Chain | Earned | Owned | Owned % |
|---|---|---|---|
| 7-Eleven | 22 | 523 | 96% |
| Cheers | 1 | 755 | 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
“🍗 Comfort food, ready when you are. Dig into the Chicken Chop with Mash Potato, featuring tender chicken chop paired with creamy mashed potato for a hearty and satisfying meal. 😋 #7ElevenSG”
Owned post showcasing new ready-meal offering.
View post →“Swing into the Spider-Man universe 🕷️ The BLOKEES Marvel Spider-Man Galaxy Version 06: Marvel Hero series is here with poseable model kits featuring Spider-Man and iconic characters from the Spider-Man universe. Now at $9.90 each. Build, pose, and display your favourites! Now exclusively available a …”
Owned post promoting exclusive Marvel collectible tie-in to drive store visits.
View post →“🍗 Comfort food, ready when you are. Dig into the Chicken Chop with Mash Potato, featuring tender chicken chop paired with creamy mashed potato for a hearty and satisfying meal. 😋 #7ElevenSG”
Cross-posted ready-meal promotion on Facebook mirrors IG content.
View post →“Swing into the Spider-Man universe 🕷️ The BLOKEES Marvel Spider-Man Galaxy Version 06: Marvel Hero series is here with poseable model kits featuring Spider-Man and iconic characters from the Spider-Man universe. Now at $9.90 each. Build, pose, and display your favourites! Now exclusively available a …”
Owned promo for exclusive collectible tie-in, drives store visits via collectible/toy fandom.
View post →“The new Hello Kitty Surprise Capsules are now available at selected 7-Eleven stores for $14.90 each. There are 9 different designs to collect. Try your luck and see which one you’ll get. #sgfoodtribe #hellokitty #7elevensg #hellokittylover”
Food/lifestyle creator highlights collectible capsule toy exclusive at 7-Eleven, appealing to collector audience.
View post →“$1 can still buy quite a lot at 7-Eleven 👀 Some of the current deals: 🍫 Kinder Tronky — 2 for $1 🍪 Munchy’s Lexus — $1 🐼 Hello Panda — $1 🥔 Lay’s Stax — $1 ☕ Nescafé Latte — $1 🥛 Magnolia Fresh Milk — $1 📅 9–22 Sep 2026 📍 7-Eleven Singapore ⚠️ Selected products/stores only. While stocks last. Which …”
Deal-hunter account highlights 7-Eleven's $1 promo basket, driving footfall awareness.
View post →“I found another super cute EZ-Link charm! 🦀😍 Inspired by Singapore’s iconic chilli crab, this limited-edition Mr Crab charm can be used to tap on buses and trains and it doubles as an adorable bag charm too! Available at Cheers for $21.90, while stocks last. Would you get one? 👀 @cheers.singapore #C …”
Owned/influencer IG post amplifying limited-edition chilli crab EZ-Link charm exclusive to Cheers.
View post →“I found another super cute EZ-Link charm! 🦀😍 Inspired by Singapore’s iconic chilli crab, this limited-edition Mr Crab charm can be used to tap on buses and trains and it doubles as an adorable bag charm too! Available at Cheers for $21.90, while stocks last. Would you get one? 👀 @cheers.singapore #C …”
Enthusiastic local reaction to limited-edition chilli crab EZ-Link charm exclusive to Cheers, indicating strong collectible appeal.
View post →What customers are saying
Act on this
The Chicken Chop with Mash Potato post is generating organic interest, but a customer's direct pricing question went unaddressed in the post itself, creating friction at the point of highest interest.
▸ Comment 'What price?' on the Chicken Chop post with no price shown in caption.
What price?
“What price?”
7-Eleven@Lim KC · Facebook · ♥ 0 · source
While 7-Eleven's Blokees and Hello Kitty tie-ins are getting organic love, Cheers' limited-edition EZ-Link charm generated far higher engagement and enthusiasm today, signalling a share-of-voice gap in the merch/collectible category that resonates strongly with SG audiences.
▸ 17+ comments of pure enthusiasm ('so cute', 'I want one') on the Cheers charm post vs. lower volume on 7-Eleven collectible posts.
Fire up my 🦀 already 😂
“Fire up my 🦀 already 😂”
Cheers@milkfrost · Instagram · ♥ 8 · source
What's Working
Two clear engagement wins today — one home-grown, one to learn from a rival.
7-ElevenChicken Chop ready-meal drives organic purchase interest
Customer engagement includes a direct pricing question, signalling real purchase intent for the comfort-food ready-meal line.
What price?
“What price?”
7-Eleven@Lim KC · Facebook · ♥ 0 · source
CheersMr Crab EZ-Link charm sparks a collecting craze
The chilli-crab-themed charm drove a wave of enthusiastic 'so cute' and 'I want one' comments, becoming the day's top-performing post category-wide.
Fire up my 🦀 already 😂
“Fire up my 🦀 already 😂”
Cheers@milkfrost · Instagram · ♥ 8 · source
Are u collecting ezlink charms now 😍
“Are you collecting EZ-Link charms now 😍”
Cheers@candeestix · Instagram · ♥ 3 · source
Report Card
Customer signals point to a pricing transparency gap and a widening collectible/merch appeal gap versus rivals.
7-ElevenMissing price info on ready-meal post
A direct 'What price?' comment went unanswered under the Chicken Chop post.
What price?
“What price?”
7-Eleven@Lim KC · Facebook · ♥ 0 · source
7-ElevenCollectible appeal lagging behind Cheers
7-Eleven's Blokees/Hello Kitty tie-ins drew organic love but far less volume and enthusiasm than Cheers' Mr Crab charm.
Super cute max
“Super cute max”
Cheers@limkatrina · Instagram · ♥ 1 · source
CheersCross-brand collectible hunting behavior
Fans are still chasing older charms (e.g. Gardenia) alongside the new Mr Crab release, showing a habitual collecting mindset 7-Eleven could tap into.
Am still looking for gardenia 😢
“Am still looking for the Gardenia one 😢”
Cheers@kuromiqatz · Instagram · ♥ 8 · source
The Mr Crab charm post is almost universally adored in comments, yet the most pointed reply predicts scalpers will hoard stock before genuine fans can get one — hype running ahead of access. See the post →
CheersScalper anxiety threatens to sour the Mr Crab charm launch
Despite overwhelming positive reaction, at least one commenter is already resigned to scalpers grabbing stock first, a recurring collectible-launch pain point that can turn hype into frustration if not managed.
▸ Comment anticipating scalpers before product even widely available.
Nah… the scalper will get to it first.
“Nah… the scalper will get to it first.”
Cheers@fatcow85 · Instagram · ♥ 1 · source
In their words
A cross-section of real comments today: praise, criticism and competitive reasoning.
Fire up my 🦀 already 😂
“Fire up my 🦀 already 😂”
Cheers@milkfrost · Instagram · ♥ 8 positive · source
Nah… the scalper will get to it first.
“Nah… the scalper will get to it first.”
Cheers@fatcow85 · Instagram · ♥ 1 negative · source
Am still looking for gardenia 😢
“Am still looking for the Gardenia one 😢”
Cheers@kuromiqatz · Instagram · ♥ 8 neutral · source
What price?
“What price?”
7-Eleven@Lim KC · Facebook · ♥ 0 neutral · source
Are u collecting ezlink charms now 😍
“Are you collecting EZ-Link charms now 😍”
Cheers@candeestix · Instagram · ♥ 3 positive · source
Super cute max
“Super cute max”
Cheers@limkatrina · Instagram · ♥ 1 positive · source