SELECTED WORKS
SMU FOODIE
Client: Singapore Management University (SMU)
Domain: Social Media Campaign, Campaign branding
A food-themed social campaign that got SMU students creating, connecting, and stepping up as campus influencers.
Challenge:
In 2021, as Singapore gradually lifted COVID-19 lockdown restrictions, many educational institutions looked for new ways to help incoming students connect and immerse themselves in campus culture and identity, and to identify future student leaders.
For Singapore Management University (SMU), located close to the heart of the city and widely recognised for vibrant campus life, it was even more pertinent that the university explore new ways to keep students involved and help them feel part of the SMU community.
For Singapore Management University (SMU), located close to the heart of the city and widely recognised for vibrant campus life, it was even more pertinent that the university explore new ways to keep students involved and help them feel part of the SMU community.
Social media addicted demographic
As the target audience (18-27 years old) (SMU Undergraduates and Postgraduates) are avid social media users, we can use their social media habits to build connections and rapport with other students inside the university, while also identifying the next generation of campus influencers.
As the target audience (18-27 years old) (SMU Undergraduates and Postgraduates) are avid social media users, we can use their social media habits to build connections and rapport with other students inside the university, while also identifying the next generation of campus influencers.
Using location as an advantage
SMU campus is located within the Central and Bras Basah districts, close to many amenities, hotspots and other locations that can provide ideal material for students to create social media content, such as the many food and beverage (F&B) places located within a 15-minute walk from any point on campus or even those within campus grounds itself.
SMU campus is located within the Central and Bras Basah districts, close to many amenities, hotspots and other locations that can provide ideal material for students to create social media content, such as the many food and beverage (F&B) places located within a 15-minute walk from any point on campus or even those within campus grounds itself.
Create a food-themed social media campaign, leveraging SMU’s social media presence to encourage students to create video-related content that promotes student life around campus, whilst incentivising them with prizes and other rewards to boost engagement and sustain the campaign.
Execution:
We created a social media campaign called SMU Foodie, run on SMU Life’s social media platforms (YouTube & Instagram), where students could submit videos based on weekly themes and stand to win prizes.
We also created a digital engagement strategy, social media calendar, Collateral (Videos, EDMs, visual posts), and student-engagement workflows; Oversaw community management, reporting, and stakeholder communications.
We created a social media campaign called SMU Foodie, run on SMU Life’s social media platforms (YouTube & Instagram), where students could submit videos based on weekly themes and stand to win prizes.
We also created a digital engagement strategy, social media calendar, Collateral (Videos, EDMs, visual posts), and student-engagement workflows; Oversaw community management, reporting, and stakeholder communications.