By Monisha Jain, Digital Marketing Intern
NTU, Mathematical Sciences and Statistics
According to Hubspot’s “21 Revealing Statistics About Content Marketing in Asia Pacific in 2016”, 58% of marketers in Asia struggle to define the best content & influencers to build reach and support conversion.
Are you one of those marketers tasked to come up with that killer campaign, or simply seeking some advertising inspiration?
Your muse could be right here at home in Singapore.
If you’re looking for ideas for your next strategy, take a look at these recent successes from home-grown Singapore brands.
Here are some techniques you can learn from the best digital marketing campaigns in Singapore!
1. Viral Marketing Campaign: Attract Lucky Draw-Loving Singaporeans
Singaporeans love a good deal.
And we love freebies and lucky draws even more!
Posting four videos a day on a microsite for four days in a row, Scoot added questions at the end of each video. If the participants answered correctly, they could win SGD2,000 in travel vouchers, or a grand prize of airline tickets for two winners who participated in all daily challenges.
“Minute to Wing It” became Scoot’s most viral 2016 campaign, with 6,700 shares, 43,761 participants, and 6,017 new Scoot flyers.
It’s no surprise that this bright yellow airline’s campaign by Publicis Singapore was honoured with the gold award in the “Best Idea – Digital” and “Best Use of Content” categories in Marketing Magazine’s Agency of the Year Awards 2017.
Posted by FlyScoot on Saturday, 13 February 2016
The same year, Scoot’s “Spoil Market Lah” campaign featured Singapore’s first in-flight wedding, collaborating with Tourism Western Australia in featuring Perth as a romantic getaway spot. This video scored 39,000 views, 683 reactions, 208 shares, and 51 comments.
So here’s how you can keep your audience on their toes like Scoot does:
Hype your brand from the beginning. Actively generate brand awareness by asking the public for their comments and contributions. Keep engaging your internet communities to generate traffic to your website.
Grab your customers’ attention regularly with promotions, competitions, and giveaways. Scoot often holds competitions asking social media users to tag a friend or family member to win free tickets. Frequent fliers also know that Scoot announces ticket discounts to selected airport destinations on their Facebook page and other social media every Tuesday morning (Singapore time), so check back regularly.
Don’t be afraid to have a good sense of humour. Scoot understands that the key to social media success with their target audience is to write positively and conversationally. Their tone of voice is that of a young, playful airline.
2. Referral-Building Campaign: Keep Your Message Simple
Bold and youth-oriented like Scoot, Circles.Life recently launched a generous $20-for-20 GB add-on plan.
Unlike older telcos in Singapore, Circles.Life doesn’t own any telecom towers. Neither has it opened any storefronts ever since it started out in May 2016.
This daring mobile company relies on social media, word of mouth, and gamification to spread the word about its offerings.
Here’s what we can learn from Circles.Life’s digital marketing:
Keep it simple. 20 is a beautiful number. $20 for 20 GB? We’re sold.
If your customer can understand your product offering and message in 3 seconds, she’ll remember you!
Keep talking to your customers. Circles.Life’s content marketing continues after you receive your first bill.
While other phone companies might never say hi to you once they lock you in as a contracted customer, Circles.Life gives “break-up bonus” data to customers who “break up” with their traditional telcos’ phone plans.
They even hand-delivered sunflowers to these customers for Valentine’s Day 2017 in thanks! Who doesn’t like flowers?
Make it easy for yourself to track user actions on your website. Circles.Life uses their homepage as their customer funnel. The site focuses on their best promotion, uses a “FIND OUT MORE” button to track conversion rates, and features a “Help” button on the bottom right to provide fast real-time online customer service.
Reward customer referrals. Circles.Life practices gamification by offers giving 200MB per month to users who share their referral code with a friend who purchases a plan. This lasts as long as their friends stay on the Circles.Life network.
(By the way, our referral code is DPSGP!)
Another one of the successful referral hack this reminds us of was the Dropbox Space Race that ended in 2015. Dropbox asked users to refer friends from school to join as a user, and earn up to to 25 GB of free Dropbox space per person for two years.
3. Influencer Marketing Campaign: Shock Singapore With A Statement
NTUC Income’s “Retiring” campaign was probably Singapore’s most hated insurance campaign in 2016.
Advertising financial plans targeting young Singaporeans, NTUC Income aimed to be a resource for young people clueless about retirement planning.
The insurance giant roped in Mediacorp actress Rebecca Lim, who announced on her social media platforms that she was retiring. It happened to be close to the date of her Star Awards Best Actress win for her work in Sealed With A Kiss!
Netizens criticised her on the days that followed.
Tread carefully. If you’re using an influencer or a shock value technique, have a pipeline of content ready.
Prepare your follow-up material in advance, and release it quickly. NTUC Income quickly followed the initial shock with Facebook, Google, and Youtube ads, and an informative and interactive Facebook Live panel discussion on retirement planning. They took a big risk, but followed up by providing useful information to potential clients.
Shocking announcements like Lim’s definitely get attention, but they can harm your brand’s reputation in the short term. If Lim had phrased her announcement as “Should I retire?” or “I will be retiring one day,” Lim and NTUC Income could still have gotten noticed without the backlash.
Make sure your results are measurable. Within the first weeks of Rebecca Lim’s supposed retirement, NTUC Income saw a 300% increase in web traffic to some of their savings and retirement plan pages.
What’s more, customer enquiries increased 30% within a week of the campaign’s launch. Moreover, NTUC Income sold 25% more policies compared to the same period in 2015. Local media such as the Straits Times wrote about the campaign and netizens’ reactions.
4. Blog For Your Brand: Welcome Your Hotel’s Future Guests
Blogging is still a crucial digital marketing strategy today.
47% of marketers surveyed for Hubspot’s Asia Pacific Content Marketing Report 2016 agreed that blogging was a very effective content marketing format for them.
As a traveller or staycationer, you may use online travel agents to book your stay. But if you were a hotel marketer, you know such listings can water down your hotel’s unique points that savvy travellers like to know.
For example, where are some interesting restaurants and shops in the city your hotel is in that you may want to visit? Does your hotel have a lounge with views of the sea?
Read about these on the Pan Pacific blog to start planning your holiday itineraries in Singapore, Asia, Australia, or North America. For example, pick up Pan Pacific’s insider tips on shopping on your China holiday with cashless smartphone app payments. No more fumbling around with renminbi notes!
Ready to embark on your blogging journey?
Then start a company blog for first-time visitors looking for valuable local information. In fact, Hubspot says that companies that published over 16 blog posts a month received about 4.5 times more leads than companies that published zero to four posts a month.
Disclosure: Pan Pacific Hotel Group is a client of Design Prodigy.