#PetExpoConnect 2020

The COVID-19 pandemic brought unprecedented change to the events industry. But as MP Singapore, a Pico Group subsidiary has recognised, the need for community connections is as strong as ever.

As the organizer of PetExpo, Singapore’s largest pet event, MP Singapore introduced a brand-new initiative for its seventh edition in 2020: #PetExpoConnect, a digital spin-off that would invite the pet community to connect, converse and create new shared experiences.



#PetExpoConnect offered a month-long virtual experience from 13 August to 13 September 2020. Moving beyond a three-day physical event provided opportunities for #PetExpoConnect to increase its audience reach beyond Singapore. A diverse line-up of activities was also planned to keep the audience engaged.


MP Singapore developed the event structure, identified enticing content for the pet community, and collaborated with partners to deliver a full suite of activities. These included a live webinar series, live flash deals, adoption drives, pet food donations, lucky draws, deals from pet suppliers, and even matchmaking for pet owners.

The webinars proved especially popular and covered a gamut of topics ranging from responsible pet ownership and pet exercises to antibiotics for pets. ‘Paw-rents’ could engage in interactive community discussions and Q&A sessions, with each session offering giveaways. Registered participants were also entered into a grand lucky draw.

The online event presented more opportunities for users to connect with other animal lovers. In conjunction with #PetExpoConnect, Table For Two Asia and KRDS Singapore organized an online matchmaking fundraiser and a digital dating experience, matching and hosting curated virtual dates for pet owners via Zoom. Matching criteria included personality, core values and types of pets owned.

One of #PetExpoConnect’s key draws was its attractive deals and sales. MP Singapore strove to bring the same experience online with features such as live flash deals and a directory of shopping discounts. Meanwhile, other activities also served good causes, with the Cat Welfare Society (CWS) and Save our Street Dogs (SOSD) organizing virtual adoptions as part of the #PetExpoConnect programme.

  • 100% of attendees surveyed stated that they would participate in the next edition of #PetExpoConnect
  • 93.2% of attendees rated the event as good or excellent
  • The live series generated 21,574 video views, while the virtual adoption drives garnered 11,500 video views