Client

The Labour Movement is a network of affiliated unions, associations, social enterprises, staff, members and partners working together for the benefit of all working people and their families in Singapore. Set up in 1961, the National Trades Union Congress (NTUC) is at the heart of the Labour Movement, providing leadership, services and support to promote inclusiveness across all collars, ages and nationalities, so that working people and their families can work, live and play together in Singapore. NTUC’s family includes 60 trade unions and six associations that make up over 500,000 NTUC members, 12 social enterprises that serve more than 1.5 million customers weekly and 4 related organisations. This year, NTUC is celebrating its 50th Anniversary and aim to build the Labour Movement's relationship with the fast growing online community.

Source: About NTUC

Objective

NTUC has a vision of "growing Labour Movement" and aiming to build a strong and meaningful relationship with their members. The NTUC's Membership Department has been leveraging on its fan page on Facebook to strengthen existing communities and build new communities. There is also an aim to spread an awareness of the privileges of becoming an NTUC member.

Solution

To engage the online community and celebrate NTUC's 50th Anniversary, Techsailor was roped in to conceptualize an outreach campaign to garner fans. A contest where Chingay tickets were up for grabs. As a bonus, $1,000 CASH was also given out to the grand prize winner. Participants in the Chingay Tickets Giveaway simply had to be a fan and invite their friends to "LIKE" the page. Once they invited 20 or more friends to "LIKE" the page together with them, they had to post a screenshot of the friends that they had in common on the wall of NTUC Membership page. During this campaign, many mini-campaigns were also carried out to engage fans and educate about the benefits and discounts that NTUC Members are able to receive. This campaign drew in more than 5000 fans in a short span of 3 weeks.