@SIngpost Social mEdia Marketing Case Study
Hence, to quickly build up the presence of Takashimaya Department Store on Instagram, we proposed a tactical approach to bring their Facebook’s fans over. Takashimaya has a strong follower count of 49,252 on Facebook as of 31 Oct 2017. Therefore, we recommended leveraging on that base to boost the Instagram account.
We proposed to do so by running an Instagram launch campaign and promoting it on Facebook. Using the grid layout of Instagram, we created different levels of achievement — resembling the 6 floors of Takashimaya Department Store.
Project Statement or Tag
At each level, a certain follower count has to be reached (or achieved) in order to unlock the next level. To boost participation, we rewarded 5 followers with
About the Company
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The Process
The campaign was also promoted through Instagram sponsored ads to amplify the reach of the launch campaign. The ads were targeted at Instagram users who are interested in Takashimaya Department Store –
For the product posts (column 2 & 3), we adjusted the targeting of the ads based on the products featured, to optimise the engagement rate and ad performance. For example:
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Phasellus quis nisl eu diam efficitur pellentesque. Vivamus tincidunt ligula commodo, vulputate nisi non, consequat risus. Pellentesque eu semper lorem. Morbi vel venenatis velit. In fermentum nisi at leo consequat bibendum. Morbi sed ultrices ipsum. Sed at mi faucibus, porta sem eget, malesuada nibh. Sed malesuada congue justo ut condimentum. Fusce porttitor molestie justo, quis laoreet sapien lobortis quis. Nullam mollis diam at quam dictum ornare. Suspendisse potenti. Cras nisi augue, fermentum vel vestibulum eu, commodo consequat enim. Sed eget sem turpis. Ut at mollis ex.
The Solution
Promotion Strategy
To attract followers from Facebook to Instagram, the IG launch campaign was promoted on Singpost Centre’s Facebook Page –
In this post, we announced the launch of the promotion on Singpost Centre Instagram Account and prompted shoppers to come and shop between 24th May – 30th June 2019
Ad Buy Strategy
The campaign was also promoted through Instagram sponsored ads to amplify the reach of the launch campaign. The ads were targeted at Instagram users who are interested in Singpost Centre – as they are the ones that are most likely to interact with the campaign and follow Singpost Centre’s IG account
- Followers
- Test
Location: Singapore
Age: 23 – 49
Gender: All
Language: English
A/B Testing Results
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Campaign Summary
The campaign ran for a month, from 11th October 2017 to 7th November 2017. Within the month, we achieved an absolute growth of 2,332 followers. There were a total of 18 campaign posts, and we achieved a commendable average organic engagement rate of 14.09%.
- When launching a new Instagram account for your business, always look to your Facebook Account first and consider over the followers from FB to IG. It helps when you have a large following on Facebook
- Look to creating campaigns that require hitting certain follower counts as this would prompt users to tag their friends and increase the count sooner
- Depending on budget, always rewards followers. This would entice th em to take part as it creates a possibility to win something out of following
- Create engaging and consistency visuals that would reinforce the brand’s identity throughout the campainperiod.
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