A brand that delivers authentic and easy-to-prepare Singaporean meals, PrimaTaste aspires to be the “must-have’” product for any Singaporean, residing anywhere in the world. Prima Taste’s unique creations like Laksa, Hainanese Chicken Rice, Nonya Curry and Chill Crab helps position the brand as a local favourite and caters to Singaporeans with their authentic flavours.
For National Day 2017, we created a timeline contest on Facebook, tapping on every Singaporean’s national pride and pride for the country, while raising awareness for Prima Taste’s Chicken Claypot Rice Ready Meal. Considering that Prima Taste is a homegrown brand, we wanted to leverage on the spirit of National Day to celebrate this occasion with Prima Taste’s authentic Asian-flavoured ready meals.
Mirroring the parachute performances of the Singapore Armed Forces Parachute Team that takes place during National Day Parades, our creative designers added parachutes to Prima Taste’s Claypot Chicken Rice Ready Meal and called for users to count and share their answers in the comments. 3 winners were to be selected, and given 3 hampers of Prima Taste goodies.
We boosted the content to our primary audience – adults in Singapore aged 25 – 55 years old with an interest in food content. This demographic tends to engage with content – liking posts, leaving comments, and sharing content, and are usually active users of social media. In addition, we picked parachutes as the visuals so as to tie it back to National Day and celebrate the event together with our users.
As a result, we observed a high growth in page likes in August – the period of our National Day contest. We achieved an astounding 7.06% organic engagement rate, while paid engagement rate reached 9.48%. Moreover, to leverage the success of the post, we repurposed it on Instagram and targeted them to the same demographics. The organic engagement rate did just as well, with 33.71% and a paid engagement rate of 22.70%.
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