Ministry of Transport picks social media agency out of 24 interested parties

The Ministry of Transport (MOT) has appointed One9ninety for social media marketing duties. The appointment is for two years, according to Laurent Verrier, CEO of One9ninety. Marketing understand that the account is valued at close to SG$300,000. The appointment comes after MOT called for a pitch in June, which saw 24 agencies vying for the account. The agencies included Hashtag Interactive, Huntington Communications, KRDS Digital, Mediacorp, Mindshare Singapore, REBL, Ruder Finn Asia, and more. Metia Group was the incumbent, which was not included in the list of participating agencies for the pitch. 

"After winning CAAS last month, the One9ninety team is absolutely thrilled and honoured to be chosen by MOT among 24 agencies. In the present context especially, we aim to support the mission and communication efforts of MOT to the best of our abilities," Verrier said. Some of One9ninety's other clients include IMDA, PDPC, Yahoo, RedHat, Property Guru, Shiseido, and Sony Music. 

According to the tender document previously seen by Marketing, One9ninety will be responsible for developing an editorial strategy and content marketing strategy for MOT’s Facebook page. It will also have to produce content for the Facebook page, while maintaining a monthly editorial calendar for the page with at least 28 original posts per month, that is aligned with MOT’s announcements, campaigns, organisational objectives and events.

The content posted includes posts, images (comprising photos, graphics), GIFs and short-form videos of 30 seconds. The agency will also have to curate and maintain a list of engaged fans or followers. Additionally, it will also have to schedule content on a daily basis, as well as work with the MOT social media team to reply to queries on the Facebook page. 

As part of the job scope, One9ninety will also need to provide a monthly report on the performance of MOT's Facebook page. It will have to propose a report template as well, which should minimally include community growth, engagement rate, analysis of performance of posts, best times to post for increased engagement, and any other relevant metrics to determine ROI. The agency is also tasked to share social media case studies and latest developments to better understand strategies and tactics that could be adopted by MOT.

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