1. Change in approach to Jalan Besar’s Town Council’s content pillars and get the community excited and talking online
2. Raise awareness of the town council’s efforts and dedication to serve their residents because even though they are active behind the scenes, it did not reflect online
3. Engaging with the community on social media and responding to matters of urgency in a timely manner.

We re-aligned JBTC’s content pillars to ensure that they are relevant and appealing to the eye of their audiences. Through the process, we created a mix of content that highlighted local businesses and their stories, individuals who contributed to making Jalan Besar a well kept community, conceptualised fun facts and interactive trivias to drive engagement, showcased behind the scenes snippets, photographed communal treasures and unique architecture and also interviewed council members to humanise the team behind JBTC. The calendar was kept cohesive and consistent with a fresh perspective on the team’s brand voice, tone and visuals. We also leveraged on a variety of creative formats to promote the council’s liveliness on social media.

Within a few months, we managed to increase JBTC’s ranking as top three councils within Singapore on social media. The six-month long campaign generated 67 % increase in engagement organically and their social response time improved in speed by 2x, which resulted in better control, management and crisis management of communication with their residents online.