Social Media
All things social media.
2018 - 2021 | Singapore Chinese Orchestra
Modernising Chinese Orchestra through social media
With the art form generally attracting the older audience, it has been a constant challenge to modernise the orchestra and be seen as relevant to the youths. Over the last few years, social media presence has been strengthened by focusing on content and performance marketing, with social media analytics that provides the latest statistics and trends. Riding onto new platforms such as Telegram and Linktree, followers have increased organically by around 10,000. There were also strategic moves to focus on the human touch and authenticity in our content - qualities that are especially valued by the younger audience.
With the COVID-19 pandemic that pulled the brakes on live concerts and events in 2020, digitalisation efforts ramped up, providing almost daily online content to bring music, encouragement and warmth amidst these challenging times. Our works have been recognised by Prime Minister Lee Hsien Loong, as well as other ministers and organisations. To date, there have been more than 2 million views garnered across social media for our digital content.
2019 - 2021 | Singapore Chinese Orchestra | Arts & Culture
Engaging with youths
Riding onto social media trends and incorporating visual and written languages of the millennials and Gen Zs to engage with the youth followers. This goes beyond the bread and butter content of promoting concerts and educating the community about Chinese orchestral music.
2017 | Scoot | Singapore | Travel & Tourism
Fly out of the Friendzone
Among all Scoot destinations in Australia, Perth was not as popular for travel among Singaporeans. With that, we targeted at couples and worked on associating Perth with romance and passion. As an additional twist to connect with the younger demographics, we told the story of two friends, Elijah and Natalie, who managed to fly out of the friendzone in Perth. We also encouraged others to come forward with 6-word stories of their friendzone encounters, while standing a chance to tickets to Perth.
P.s: their love story did turn out well in both reel and real life ;)
2017 | Scoot | Japan | Travel & Tourism
Mystery Bag Travel
Singapore is a popular travel destination for the Japanese. As such, when Scoot first launched the Kansai to Singapore flight route, focusing on the fun-loving branding and content were crucial as points of differentiation from other airlines.
We adopted the idea of the fukubukuro, using the luggage as a mystery bag packed with travel-related surprises. Targeted at young female Japanese travellers, the social media campaign introduced the sights and sounds of Singapore along with useful travel tips.
Working with a Japanese community manager and acting cast, the strategic campaign tapped onto the interests and behaviour of female travellers, as well as incorporating Japanese gameshow elements into the campaign to encourage engagement and participation with our Japanese audience.
Social Media Content