PEPE AGENCY

The specialist in digital marketing

“Content is king, but distribution is queen and she wears the pants” - Jonathan Perelman
 OUR EXPERTISE

We provide
We know how to
We OWN the solutions of
get YOUR
digital marketing MINIMAL cost &
messages across
space MAXIMUM
fast
impact
 TARGET AUDIENCE ANALYSIS

Primary: Young Adults, 18 - 35 years old

Secondary: General Public in Singapore

PSYCHOGRAPHIC BEHAVIOURAL MEDIA CONSUMPTION

● Individualistic ● 7 Steps - Desire ● Savvy in both

● Socially-conscious ● Behavioural stage - traditional and new
(Forbes 2017) Contemplation media
● Prefers ● Influenced by new ● Majority are on
convenience - social dynamic YouTube, Facebook
listening & and Instagram
watching rather (Statista 2017)
than reading ● 88% uses Mobile
● Respond best when phone as a medium
brand: is responsive, (WeAreSocial 2017)
provide educational ● 51% block & report
content, uses visual accounts for spam
and humor in their and irrelevant post
post (SproutSocial (SproutSocial 2017)
2017)
 INSIGHTS - LITTERS IN SINGAPORE

Litterbugs are commonly the richer and more educated Singaporeans

Includes: Cigarette Butts, Tissue Paper, Cigarette Box Wrappers & Plastic Cups

Past Efforts: Education . Roadshow for Foreign Workers . Fines . Increase Litter Bins

(Nea 2017)
 BIG IDEA

It takes a little effort to dispose your litter

 INITIATIVE

1. 2. 3.

To raise awareness To educate our To cultivate

on the littering issue audience to not litter advocates in gaining
in Singapore and keep Singapore long-term support for
litter-free sustainability after
campaign ends
 OBJECTIVE X KEY MESSAGE

1. 2. 3.

To decrease the To increase the To obtain at least 500

amount of litter in number of following, pledges from target
Singapore by 10% clicks, views, likes, audience to keep
through social share and mentions Singapore litter-free
marketing content of our collaterals and through campaign’s
posted on owned, social media hashtag
shared and paid handlers by 10% by #LitterEffortSG and
media, within 3 the end of 3 months official campaign
months of the of the campaign. page within 3 months
campaign. of the campaign.

Keeping public It takes a little effort Reminding others to

spaces clean is a for you to pick up clean after themself
shared responsibility your own litter in public spaces can
help keep Singapore
litter-free
 OVERVIEW: STRATEGY X TACTIC

INITIATIVE STRATEGY TACTIC MEASUREMENT

Raise Engaging the Video Impression

awareness audience through the Poster Earn publicity (if
different content. Image any)
Meme
Educate Increase our TA Touchpoint Likes
knowledge on the Gif & Boomerang Shares
littering issue in Quiz/Instastory poll Comments
Singapore. News links
Ads

Action Getting participants <All of the above> No. of pledge

(cultivate to use our hashtag Hashtag
advocacy) and support the Pledge No. of campaign
campaign (E.g. Taking Repost participants via #
photos) Discussion questions
 STRATEGY: OVERVIEW CONTENT TIMELINE

July - September 2018

Week 1 - 4 Week 5 - 10 Week 11 - 13

Raise awareness Educate Action
Additional 3 months
ongoing analytic

Jul Aug Sept Oct Dec

Ads to reinforce
Boost posts & Boost posts & key messages
Ads to build Ads to remind on the action to
awareness & about ongoing be an advocate
followers campaign

Legend
Paid media:
Own/Share media:
STRATEGY: PREVIEW CONTENT CALENDAR
 OUR 6 CONTENT

VIDEO 1 VIDEO 2 VIDEO 3

To raise awareness for the To educate audience on To educate audience on
campaign and the littering how to keep Singapore ways they can help to keep
issue in Singapore. litter-free. Singapore litter-free.

VIDEO 4 1 set of 5 FB post 1 set of 5 IG post

To encourage audience to Gif Memes
be part of the campaign in
Touchpoint
keeping Singapore
litter-free. 2 Posters
Quiz
ADDITIONAL SEO STRATEGY

Keywords:
Litter free
NEA
Litter effort
Littering in Singapore
Singapore cleanliness
Clean singapore

#LitterEffortSG

Creative Approach:
Witty-humor
Heavy visuals
 EVALUATION

Post campaign analysis: Report on results

Social media analysis:

● Impression - reach, views
● Engagement - share, likes, comments
● Participants - followers, fans, no. of pledges

Media monitoring
● Sentiment analysis
● Earn media coverage
 RISK MITIGATION

ISSUE PROBLEM LIKELIHOOD MITIGATION

Social No participants for the High Hire brand ambassador to

Media pledge promote and influence the
campaign to their followers

Provide incentives for

participants to get them
involved with the pledge

Lack of response from High Hold a physical event to

target audience promote our social media
pages

Negative or mean High Constantly monitor

comments
Content Tone (Witty humor -
different from past NEA
campaigns) - Backlash
from the public
sentiments on social media -
resolve any potential issue
High with the campaign
immediately before it gets
viral.
 THANK YOU
Any questions?

“Content doesn’t win. Optimized content wins.” - Li Evans

 REFERENCES

1. http://www.straitstimes.com/singapore/environment/dirty-habit-proves-hard-to-junk-as-fines-for-littering-hit
-7-year-high
2. http://www.straitstimes.com/forum/letters-in-print/keeping-spore-clean-is-job-of-everyone-in-the-countryv
3. http://www.nea.gov.sg/events-programmes/campaigns
4. http://www.straitstimes.com/singapore/environment/why-is-littering-still-a-problem-in-singapore
5. https://www.statista.com/statistics/284466/singapore-social-network-penetration/
6. http://sbr.com.sg/telecom-internet/commentary/optimum-facebook-posting-times-0
7. https://coschedule.com/blog/best-times-to-post-on-social-media/
8. https://www.tubefilter.com/2015/01/12/best-days-times-to-post-youtube-videos-yearly-calendar/
9. https://www.slideshare.net/wearesocialsg/digital-in-2017-southeast-asia
10. https://cloudrock.asia/sg/blog/social-media-statistics-singapore/
11. https://www.karranfinlaymarketing.com/2017/01/31/marketing-to-millennials-what-you-need-to-know/
12. https://www.channelnewsasia.com/news/singapore/millennials-in-the-workforce-how-to-deal-7921686
 APPENDIX

1. https://youtu.be/MdZls2PWXTs
2. https://youtu.be/WZVPcgpmtHM
3. https://youtu.be/5-YqNnX4Cwo
4. https://youtu.be/rITwvbvRJ_M