Driving Digital Engagement for a national platform for Lifelong Learning and Career Development Singapore

The Client

The client is Singapore’s national platform for lifelong learning and career development. We were awarded to manage the digital presence for a year, focusing on motivating upskilling and driving website traffic.

The Challenges

• Increase unique visitors to website
• Motivate Singaporeans to pursue upskilling opportunities
• Create targeted messaging for different audience segments
• Drive engagement across multiple digital platforms

Our Approach

Our multi-channel strategy encompassed:

1. Platform-Specific Social Media

• Facebook: Career development content for mid-career professionals
• Instagram: Youth-focused content with meme-style engagement
• LinkedIn: Professional development and industry insights
• Telegram: Rapid information sharing and community building

2. Content Marketing

• Targeted articles for specific audience segments
• Video infographics for complex topics
• Career guidance content
• Success stories and testimonials
• Industry trends and insights

3. Video Production

• Campaign featuring 30+ professionals
• Age-targeted content for 40-65 demographic
• Inspirational upskilling stories
• Platform-optimized video formats

4. Strategic Partnerships

• Collaboration with key publishers
• Media partnership for authentic storytelling
• Content amplification through partner channels
• Cross-platform content integration

5. Search & Remarketing

• Targeted SEM campaigns
• Google Display Network integration
• Custom audience remarketing
• Conversion funnel optimization

Results

Traffic & Engagement

• Exceeded unique visitor KPI
• Exceeded engagement KPI
• Higher LinkedIn post CTR than industry benchmark
• Higher Facebook post CTR than industry benchmark

Platform Growth

• Successful launch of Telegram channel
• Increased engagement across all social platforms
• Strong performance of video content
• High engagement rates on sponsored content

Content Performance

• Strong response to multi-format content strategy
• High engagement with video stories
• Successful publisher collaborations
• Effective remarketing campaigns

Impact

The campaign successfully positioned the client as Singapore’s premier platform for professional development while exceeding all key performance indicators. The multi-channel approach effectively reached diverse audience segments and drove meaningful engagement with upskilling initiatives.