Workforce Singapore partnered with SPH Media to successfully drive awareness and adoption of its key programmes amidst the pandemic. In order to encourage negatively impacted local employees and job seekers, SPH Media produced a customised content solution that mirrored their situations and amplified it across channels.
This resulted in an increase in awareness of WSG’s activities and registration for their programmes. The campaign successfully reached 1.5 million listeners and readers in the Chinese community, with 90% engaged listeners and readers.
81%
felt that the campaign is meaningful and learned more about WSG initiatives
37%
visited the WSG website after exposure to the series
29%
told someone about the WSG series
24%
registered for WSG programmes
WSG challenges & objective
Amid the raging Covid-19 pandemic in 2021, WSG saw local employees negatively impacted. WSG needed to address them by:
- engaging affected employees with new programmes designed to combat a projected high unemployment rate
- inspiring positive mindset among job seekers and encouraging them to come onboard the programmes and services provided by WSG.
Customised content solution across platforms
Leveraging the strength and audience relevance of our Chinese Media Group, SPH Media proposed an engaging custom content solution that cuts across seamlessly on radio, print and digital media. The core idea is to connect with the job-seeking community across our trusted and brand-safe platforms through content that resonates with them and generates positive sentiments with WSG programmes.
Swift, effective & tracked execution
The campaign launched with a 40-episode radio edutainment drama series created by a veteran screenwriter for our Chinese radio station 96.3好FM. This idea allowed WSG’s messages to be weaved in subtly while entertaining the listeners. Aptly titled 蜕变, which means metamorphosis, the series mirrored what was happening in real life to its target audience, who were facing challenges in rebuilding their careers.
The daily 5-minute episodes were aired 4 times a day over 96.3好FM throughout the 2-month campaign period, and was subsequently adapted to a podcast format to extend its reach on other digital podcast platforms.
To further amplify the series, WSG picked select episodes to be adapted into a lighthearted comic format by our in-house creative team, Content Lab, as part of an advertorial series across the digital and print editions of our Chinese newspapers, Lianhe Zaobao and Shin Min Daily News.
To drive more word-of-mouth and buzz, the series was also promoted through adlibs across our two Chinese stations, UFM100.3 and 96.3好FM, as well as print & digital ads across our Chinese newspaper and magazine publications such as U-Weekly.
WSG’s objectives delivered
In total, the campaign reached 1.5 million listeners and readers in the Chinese community, with 90% engaged listeners and readers. More importantly, a wide majority of the audience surveyed wanted to learn more about WSG initiatives, while a quarter actively registered for WSG's programmes.
The audience was also so engaged, that a good portion of the feedback was of requests for a second season. Results from a post-campaign survey with 1,000 of WSG’s intended audiences (adults above 35 years old):
- 81% felt that the campaign is meaningful and learned more about WSG initiatives
- 37% visited the WSG website after exposure to the series
- 29% told someone about the WSG series
- 24% registered for WSG programmes
- Digital Advertorial Series: 2x more audience engagement compared to average
- Audio Podcast: 2.5x more downloads vs average
- Print: Healthy exposure drove greater podcast downloads
- Social amplification: Static Posts with strong CTAs secured audience interest and enjoyed wider reach while Video Posts with content on interviews and behind-the-scenes performed 1.5x better than other video posts
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