The Ministry of Community Development, Youth and Sports (MCYS) wanted an interactive campaign that would encourage singles to make the effort to go out and meet their special someone, and not wait for others to seek them out.
To that end, MCYS ran a contest to celebrate the imperfections that make a relationship perfect on Facebook. Facebook was selected as the campaign’s touch point due to its popularity among young and internet-savvy adults. According to comScore Media Metrix, Facebook is Singapore’s favourite social networking site with 1.25 million active users in Singapore. More than half of the users log on to Facebook at least once each day, suggesting that 25% of all internet users in Singapore log on daily.
MCYS created a “Beautifully Imperfect” Public Profile at www.facebook.com/beautifullyimperfect to run the contest. Fans were invited to upload a photo of themselves with their partners and to share what makes them a “beautifully imperfect” couple. The ten couples with the most votes wins S$400 in cash.
Homepage Fan Ads and Video Comment Ads were used to generate awareness and to engage the target audience. During the three-week campaign:
- More than 100,000 unique visitors visited the “Beautifully Imperfect” Public Profile.
- More than 14,000 users became Fans, supporting the campaign and spreading its message to their friends.
- Close to 400 contest entries were received
- There were more than 100,000 engagement actions (“Likes”, comments, posts, etc) by users.
“The ‘Beautifully Imperfect’ campaign has been one of the best campaign we have ever worked on. The campaign created an impression among Facebook users within a short period of time. More than 35% of the Fans supported the campaign via Homepage Fan Ads within the first week. The results were fantastic and it would not have been possible if not for the touching and high-impact advertising campaign, as well as the close working relationship we had with the agency.” – George Foo, Chief Operating Officer, ihub Media Pte Ltd