How we got people interested in migration history, by getting personal.
How do you market a documentary about migration to our target audience? You tell a story with their name on it.
To create awareness for the series, we crafted 20 tales of migration around Asia’s popular surnames, with one common message – your history is more captivating than you know.
With a media budget of USD$5,000, we achieved 24,529 shares out of 1.1 million engagements (that’s 108% above Facebook average). The campaign also generated 18.2 million impressions and garnered a reach of 11.2 million, helping the show premiere at #1 across factual channels during its time slot.
Agency: GOVT Singapore
Executive Creative Director: Aaron Koh
Associate Creative Director: Katherine Khor
Creative Group Head: Kevin Joseph
Art Director: Cliff Yeo
Copywriter: Sean Lee
Account Director: Anand Daniel
Senior Account Manager: Jegan Das Haridas
Senior Account Executive: Yilin Goh
Account Executive: Chan Xian Zhi
In a sea of social clutter, how do you get someone’s attention? You tell a story with their name on it.
To create awareness for the series, we crafted 20 tales of migration around Asia’s popular surnames, with one common message – your history is more captivating than you know.
Our intriguing tales gave people a compelling, personal reason to share and tag these stories with others in the same lineage, as well as their friends.
And it wasn’t long before the media and celebrities caught on, proving that when it comes to history, there’s no denying the weight a name carries.
AWARDED:
• AD STARS 2018
Best Use of Social & Influencer (Product & Services) - Crystal