#LoveOurHood Social Media Marketing Campaign
Driving App Downloads for Municipal Services Office’s OneService App
The Client
The Municipal Services Office (MSO), under Singapore’s Ministry of National Development, operates the OneService App – a one-stop platform enabling citizens to report municipal issues without needing to identify the correct government agency or town council to contact.
The Challenges
MSO needed to increase downloads of their OneService App while educating citizens about its features and benefits. The app allows residents to:
- Report municipal issues in their estate
- Receive alerts from agencies
- Book facilities
- Access other municipal services
Our Approach
We developed a comprehensive digital marketing strategy that leveraged both online and offline channels to drive app downloads and engagement. The campaign was built around the overarching theme of “Love Our ‘Hood” and integrated with MSO’s monthly content themes.
Social Media Strategy
- Created monthly content calendars for Facebook and Instagram
- Developed engaging posts highlighting different app features and use cases
- Maintained consistent messaging across platforms
- Produced visuals for app maintenance and downtime updates
- Generated content that resonated with the local community
Content Marketing
- Designed comprehensive infographics explaining the app’s features and benefits
- Created educational materials for new initiatives like the Help Neighbour feature
- Developed communication materials for specific pilot programs
- Distributed content through grassroots organizations and stakeholders
Video Production
- Produced a unique jingle and karaoke-style music video showcasing app features
- Created six live-action short-form videos demonstrating real-world use cases:
- Overflowing bins
- Pigeon feeding
- Abandoned trolleys
- Other common municipal issues
Email Marketing
- Implemented targeted EDM campaigns to address abandoned registrations
- Created recovery emails highlighting available support and app benefits
- Focused on converting partial registrations into active users
Out-of-Home (OOH) Advertising
- Designed posters for special initiatives like the Chatbot mascot competition
- Created banners promoting the Help Neighbour program
- Strategically placed assets in public housing estates across Singapore
Digital Touchpoint Optimization
- Revamped the OneService webpage for both desktop and mobile
- Optimized App Store and Google Play Store listings with enhanced screenshots
- Improved user experience across all digital platforms
Apart from viewing these 4 as our core demographic, we can view them as Ready Meal usage opportunities. By targeting these 4 types of demographics, we would be able to have a solid approach in getting the word out to the right audience.
Campaign Results
The campaign achieved impressive results across all channels:
- Total App Downloads > 80,000
Impact
The campaign successfully increased OneService App adoption while creating greater awareness of municipal services among Singapore residents. The integrated approach across multiple channels ensured consistent messaging and maximum reach, resulting in a cost-effective user acquisition strategy that exceeded target KPIs.
The “Love Our ‘Hood” campaign theme resonated strongly with the community, helping to position the OneService App as an essential tool for civic engagement and community improvement.
