Singapore – The Central Narcotics Bureau (CNB) has taken a refreshing approach in communicating with youths in Singapore through its engaging Facebook campaign. Called Live It Loud, the initiative has three core values, that of positivism, empowerment and youth-centrism. The Live It Loud Facebook fan page (www.facebook.com/liveitloud.sg), the first tactical element for the campaign, was launched through a collaborative effort by ZenithOptimedia, Fulford Public Relations, Chemistry and Blugrapes.
Chemistry worked on the concept and design of the logo, while ZenithOptimedia and Fulford PR worked on the advertising and public relations aspect of the campaign, using Blugrapes’ newly launched performance guarantee Facebook marketing solution, which delivers clicks and fans based on pre-set performance benchmarks. Both benchmarks were subsequently exceeded in record time. Within a short span of just 6 weeks, the total fans acquired were over 5,500, with fan conversion rates as high as 50%. The extensive youth campaign ran across different online platforms such as Facebook, Mobile WAP/SMS, Habbo and SGClub. With the targeted user in mind, all prizes were skewed towards three key youth genres; shopping culture, movie culture and coffee culture.
The campaign is different from other initiatives launched by CNB because the strategy was to launch the Live it Loud concept for a period of two months before revealing who is behind the initiative. That way, initial communication efforts with the youth were not colored, but rather, focused solely on the concept of Live it Loud.
“It took a year of meticulous planning and research to develop the concept of Live It Loud, and so we wanted to ensure that the launch was as carefully planned. This is why we had decided on the anonymous launch, with the revelation only coming later. Our research showed that an increasingly sophisticated youth demand a more discerning, customized and ingenious conversation, and we feel the Facebook campaign hit the right notes with that. The campaign was extremely focused – of the fans we got on the page, an extremely high number were part of our target demographic,” said Yong Fe Ping, Senior Assistant Director, Preventive Education Unit, CNB.
“We are extremely pleased at the performance, and even more so at the quality of fans. Such a campaign is not just about acquiring fans, but also in reaching the right audience which ensures the overall success of the campaign,” says Ryan Lim, Business Director of Blugrapes.
Linda Fulford, Managing Director of Fulford Public Relations said, “We were very happy to work on a project that focused its outreach on social media engagement. Our key target audience for the Live It Loud concept was the youth, and we were able to target them and engage them in a fruitful manner; and in so doing, we were able to introduce the concept of Live it Loud to them in a neutral way.
This was very valuable in terms of keeping their evaluation of the concept unbiased.”
The engagement on the Facebook Page was also key in this campaign, such as the Live It Loud Handphone Video Competition. There were 38 video entries that showed the enthusiasm of its acquired fan base. The Live It Loud Facebook campaign was also recently featured on the local media Straits Times and Berita Harian, and the concept will be used across communication collateral and other youth-targeted initiatives from CNB going forward.
adobo magazine. The Word on Advertising.
