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.
For example, in the first row, we featured Tai Cheong Bakery and Tiptree Patisserie which can both be found at B2, Food Department of Takashimaya Department Store.
Column 1: The posts in the first column explained to our followers what is this achievement challenge about and how they can participate in it. To unlock the next level, a certain follower count has to be reached.
Column 2 & 3: The posts in these two columns featured the different kinds of products that can be found in Takashimaya Department Store on the respective levels.
View this post on Instagram
Welcome to Takashimaya Department Store! We’re all set to launch our Instagram page by kickstarting with a race to unlock the 6 levels in our store! The first goal is to hit 400 followers where 5 lucky followers will win $30 @takashimayasg gift vouchers! Also stay with us till we unlock all levels and there’ll be a grand prize waiting for you too! So double tap on this post, follow our page and tag at least 3 friends below. #takashimayasg #giveaway #sgig #sggiveaway #contest #sgcontest
A post shared by Takashimaya Department Store (@takashimayasg) on
To attract followers from Facebook to Instagram, the IG launch campaign was promoted on Takashimaya Department Store’ Facebook Page – https://www.facebook.com/takashimayasg/.
We’re proud to announce that we have launched our Instagram (@takashimayasg)! Head to our Instagram page now (@…
In the post, we announced the launch of the Instagram account (@takashimayasg) and prompted fans to head over to participate in our challenge to win Takashimaya Gift vouchers.
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 – as they are the ones that are most likely to interact with the campaign and follow Takashimaya Department Store’s IG account.
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:
Age: 23 – 49
Interest in Egg Tarts or Tarts.
Also matches: Interest in Takashimaya
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%.
Organic Unique Reach
No. of Posts
Organic Post Engagement
Avg Organic Engagement Rate (%)
campaign facebook featured social media
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