For World Environment Day, I seized the opportunity to create content that aligned with both my personal passion and our client's brand visibility goals. Rather than focusing on well-established environmental practices in Singapore, I decided to highlight the impact of reducing meat and dairy consumption, a less-explored avenue in our local context.
In my research, I uncovered a significant presence of Buddhist temples and vegetarian restaurants in the vicinity, aligning perfectly with our client's vegetarian tenant. This, coupled with the data of high-performing socially conscious content among our primary demographic of older females, presented an ideal opportunity for targeted messaging.
I conducted independent research on the carbon emissions of the featured vegetarian dishes. My creative team helped execute my creative vision that communicated these environmental benefits while highlighting the tenant's offerings. To mitigate legal risks, I included a carefully worded disclaimer about the carbon emission claims.
Results
- 50% increase in impressions
- 77% engagement from women, exceeding the typical 69% benchmark
- Engagement metrics reached the upper end of our average range
The post's performance validated our strategy of combining niche educational content with social values. This experience provided valuable insights into audience preferences and demonstrated the potential for larger-scale, client-value-driven content initiatives.