The Ministry of Social and Family Development (MSF) spearheads family education efforts in Singapore, to strengthen the social fabric of family relationships in their vital role of nurturing children.
Raison was tasked to integrate its Family Matters, Families for Life, and Dads for Life social media presences, campaigns and message flows throughout the year with a distinct International Year of the Family (IYF) flavour, while building two new brand identities as clearly separate voices in the family scape.
The 3 social media channels were harmonised to amplify a common core of strategic family themes and messages. These also drew on positive network effects in publishing by taking advantage of national events and calendar high points such as Chinese New Year and National Day.
Social Media Footprint
Over the period of 1 year, the integrated channels delivered over 100 new articles and 2,000 posts touching on special interest stories, evidence-based family features, event covers, book and app reviews.
The quality of content even earned the Dads Toolbox a FreshlyPressed badge from the WordPress curation team to feature in the WordPress blogging community. (Each day 8-10 posts are selected for this badge from an estimated 1.5 million new blog posts.)
A raft of 15 special campaigns and giveaways inspired over 10,000 entries and 78,000 actions. And as a special highlight for Father’s Day, fans were treated to two humorously designed ‘Thank You’ video cards to send to dad on WhatsApp or SMS.
In all, the combined channels more than doubled in size to 132,000 fans, with a total content exposure of over 37 million impressions and 830,000 interactions.
“Many thanks to the Raison team for your support and advice on the FamilyMatters! and Families for Life Facebook pages. It’s been a challenging though fruitful year as we saw brand awareness and events built up online. Thank you once again for your generous assistance, we appreciate it from the public engagement and FFL teams.”
~ Ms Juliana Heng, Asst Manager (Public Engagement), Ministry of Social and Family Development