Chingay50
(under People’s Association, Singapore)
2022Agency: DANAMIC (DNMC Creatives)
Team
Art Lead (Myself)
Social Media Management – 1
Content Creation Team – 5
DANAMIC Founder – 1
Project Brief
Chingay is Singapore’s annual multi-cultural parade of the masquerade and the arts. Since the pandemic, Chingay has transitioned into a digital parade.
The client required a marketing campaign to increase viewership of the live show, and to increase viewership amongst Singapore’s younger demographic.
What and how did we do it?
We wanted to propose a campaign that would reach the youths and with that we looked at various TikTok trends. Do bear in mind this was 2022! TikTok was no longer dance challenges and what not. It was the era of educating people on TikTok but how do we make something so traditional–fun?
Here’s the start of our digital strategy, we presented what we knew anecdotally about youths in Singapore and what we knew about Chingay. Through this process, we also give focus to the primary target audience (because every governmental agency wants to target EVERYONE), and propose opportunities and campaign ideas that would fit specifically but reach peripherally.
My role was to propose and coordinate local influencers to create content to promote the event and was also in-charge of the art direction of the initial pitch and during the account. I spearheaded the first round of TikTok content to drive youth interest which was later adapted by my colleague.
This includes conceptualising a TikTok filter and building a TikTok HTML micro-site.
My favourite part of this account was making my own TikTok filter, which I was locked out of because I was based in the UK.
One of the highlights was problem-solving the fact that some of our influencers could not meet our deadline for the 24-hour upload cycle and I had to make the advert myself and be my own voice over!
The combined effort of influencers and social media content resulted in 100,000 organic reach, and on-day tune in at 129,000 impressions on TikTok, and Facebook.