Client: Singapore Management University (SMU)

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Challenge:

In 2021, as Singapore gradually lifted COVID-19 lockdown restrictions, many educational institutions looked for new ways to help incoming students connect with campus culture and identity, and to identify future student leaders.

For Singapore Management University (SMU), widely recognised for vibrant city 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.

Insight:

As the target audience (18-27 years old) (SMU Under and Postgraduates) are avid social media users, we can use their social media habits as an opportunity to create common connections between students within the university, whilst also enabling us to find the next generation of influencers within the campus.

SMU is located within the central and Bras Basah districts, which are close to many amenities that can provide material for students to create content, such as food and beverage (F&B) places.

Create a social media campaign, themed about food, leveraging SMU’s social media presence as a platform to get students to start making content that promotes student life around campus, incentivising them with prizes to boost engagement and keep the campaign going.

We created SMU Foodie, a social media campaign that was run on SMU Life’s social media platform, where students could submit videos according to the weekly issued themes and stand to win prizes. We also created a digital engagement strategy, social media calendar, Collateral (Videos, EDMs, visual posts), student-engagement workflows; Oversaw community management, reporting, and stakeholder communications.