Delivering content that resonates with your target audience while finding the right platform to connect with them are two important parts of a marketing plan.
Singapore Polytechnic’s (SP) Professional & Adult Continuing Education (PACE) Academy offers over 400 Continuing Education and Training (CET) courses that help boost career opportunities.
Sharing the benefits of its Work-Study Programmes (WSP) to a younger target audience (those who graduated from poly/ITE or completed National Service within three years) is a key objective.
Market it, but make it entertaining
This is where SPH Media’s HeyKaki came in. The young audience platform delivers entertaining and informative Mandarin content on TikTok, Instagram, and YouTube for millennials and Gen Z.
The HeyKaki team conceptualised a relatable video featuring four young Singaporeans recounting their crazy work experiences in their first jobs, from seeing a corpse on their first day to meeting Donnie Yen in person. Their sharing on how the SP Pace programme helped them navigate post-graduation and post-ORD smoothly blended in with the tone of the video.
Short-form clips were also created and further amplified on HeyKaki’s Instagram and TikTok channels, with catchy titles and relevant hashtags to boost visibility.
English subtitles are also used across all videos to extend the reach beyond a Chinese-speaking audience.
Thanks to this video content and amplification strategy on HeyKaki platforms, the campaign exceeded the client’s target KPI.
SP PACE Director Mr Wong Jian Chiang said: “It is yet another meaningful collaboration with SPH Media. Messages are well conveyed in a creative and engaging manner that is apt for our target audience.”
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