BRENDON LWJ
Professional Portfolio
By Mira Purnamasari (Lead), Ruth Elango (Deputy Lead), Isaac Thiang (Creatives Lead),
Brendon Lim (Social Media Lead) and Kaamil Maideen (Events Lead)
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Upon the successful pitch, I led a team of 5 through the campaign execution as Social Media Lead in conceptualising social media content, managing content scheduling strategy as well as monitoring the data during and after campaign.
OVERVIEW
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As part of an Industry Project for M351: Media Practicum, a campaign strategy to raise awareness on the proper usage of antibiotics were pitched to and executed for Health Promotion Board. The team competed among 15 campaign pitches to eventually be selected for execution.
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PRIOR RESEARCH
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The team conducted a primary research through an online survey with 73 respondents aged 18 to 25 years old on their knowledge with Antibiotics Resistance (ABR) as well as their social media consumption habits.
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Knowledge level on Antibiotics Resistance
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When asked how well they know about Antibiotics Resistance, majority (54 of 73) of the respondents have shown their knowledge level to be between Neutral (40%) and Well (34%).
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Content Preferences
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When asked about their most appealed content, majority of the audiences prefer Short Videos (74%), Still Images (56%) and GIFs (53%).
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ABOUT #YOUSUREYOUKNOW
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#YouSureYouKnow comes about the idea of how certain is one when it comes to his/her knowledge on Antibiotics Resistance.
It was inspired by the commonly used phrase - "You Sure Not?" among Singaporeans. Not just will #YouSureYouKnow be known to the Singaporeans, it will also be relatable to our target audience.
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The term #YouSureYouKnow carries through the campaign's key message of telling people not to assume and make false judgements on the information of Antibiotics Resistance. Hence, the campaign hopes to create awareness on the correct information of ABR.
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KEY OBJECTIVES
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#YouSureYouKnow aims to raise awareness on the proper usage of Antibiotics among 350 Youths
(aged 18 to 25 years old) through the use of digital media platforms and a 1-day event by the end of
the 4 weeks.
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TARGET AUDIENCE
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Audience Classification
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Tertiary Students
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Audience Demographics
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Both Genders
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18 to 25 years old
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Audience Psychographics
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Personality:
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Social media savvy
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Short attention span
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Receptive to videos
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Visually driven
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Lifestyle:
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Spends most of their time in school
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Do not research or read on medical news on their own accord
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PUBLICITY STRATEGY
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Social Media (Instagram)
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The team tapped onto Social Media Advertising on Republic Polytechnic Diploma in Mass Communication - RPDMC's Instagram page. Content like Posters and Videos were published as both organic and promoted content.
Event & Experiences
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The team held a carnival-style event on 8 August 2018 from 10am to 5:30pm at Republic Polytechnic's event space.
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Promotional Materials (Campaign Reminder)
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The team created campaign stickers that were given out to the event participants upon completing the various game stations as a reminder to the campaign's objectives and messages.
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CREATIVE STRATEGY
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Main Campaign Posters
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Poster Credits: Creatives Team
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Event Posters
Poster Credits: Events Team
Event Countdown Posts
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Poster Credits: Events Team
Event Countdown Instagram Stories
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Poster Credits: Events Team
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Campaign Stickers
Campaign Video Series
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Video Credits: Creatives Team
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TIMELINE
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Campaign Duration
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The entire campaign took place over a period of 4 weeks – including post campaign evaluation.
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EVALUATION
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At the end of the campaign, an evaluation was done to analyse its success based on three criteria.
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Social Media Analytics​
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To measure the engagement rates and reach generated from the digital collaterals on the @RPDMC's Instagram page.
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Physical Number of Participants
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The campaigned aimed for 350 tertiary students and managed to achieve 400 event participants in total.
Knowledge Level on ABR
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To ensure that the event and campaign was able to educate the participants on the proper usage of antibiotics.
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BUDGET
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Total campaign budget adds up to a total of $734.16 which includes all media and production budget.
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OTHERS
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Post Campaign Evaluation
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Post Campaign Wrap Up Video
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Social Media Posts
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Special Thanks:
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Miss Gan Koh (RP Lecturer)
Health Promotion Board
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