creativ-space: design edition
Developed social media campaign to drive traffic to the website creativ-space and support the physical exhibition, the DesignAsia furniture fair in Nov 2021, with content.
Role: microsite design & development, social media campaign & content creation, stakeholder & project management, ads (stakeholder management)
intro
As part of the council's digitalisation efforts during the pandemic, we created a digital platform to be an e-sourcing and marketing platform of sorts, specifically targeting a B2B audience. Through this platform, we were able to pivot some companies to start their digitalisation journey by setting up an account with us to reach out to potential B2B clients. In October of 2021, I developed a social media campaign with my supervisor in a bid to drive traffic to the website and support the upcoming furniture fair in November 2021. In addition, I worked directly with a digital ad agency to increase traffic to the website and drum up hype for the physical fair.
goals
Drive traffic to the website by working with a digital ads agency using SEO and SEM strategies
Develop a compelling social media campaign by creating a special newsletter eDMs as well as social media postings
campaign strategy
A big part of the campaign revolved around creating content and refreshing the current content that we already had on our website. The team brainstormed four themes, and content was split into a main story, project/brand features, and a short roundup of current products displayed on our website. The content would be disseminated as a special e-newsletter via eDMs and updating of the website upon every theme. For this project, I had to source for potential stories from our pool of members, interview potential profiles to get information, and updated the website and eDMs once the story was written. The team even went down to a designer's home to interview him on his self-designed HDB flat once.
email campaign
Using the content created, we created 4 separate eDMs in the format below. Each eDM was sent out to specially curated target audiences from our main database to ensure the content reached our ideal audience. Every image had a clickable link back to the content webpages to facilitate traffic back to the website.
conclusion
Through the various efforts, we managed to gain considerable breakthroughs for this campaign. Our eDM campaign had an increase in open rate from 6.2% to 20.3%, and an increase in clicks from 0.2% to 0.5% across the four eDMs sent. The open rate and clicks continued to stay high and our audience stayed engaged as we transitioned to eDMs related to the physical DesignAsia fair, with the first eDM receiving 35% open rate and 2.3% clicks.
In addition, our SEO and SEM strategies also saw an improvement in our CTR, with a positive 43% increase from August.