Singapore's CPF hands social media remit to new agencies

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Singapore's national social security system Central Provident Fund Board (CPF) has handed its social media remit to Wild Advertising and Marketing and Uniform, according to GeBiz documents seen by MARKETING-INTERACTIVE.

As the social media agency of record, Wild Advertising and Marketing is responsible for the overall content strategy and creative production across all of CPF’s social media platforms including Facebook, Instagram, YouTube, Telegram and TikTok, said Ng Hwei Yun, client services director at Wild Advertising and Marketing when MARKETING-INTERACTIVE reached out.

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"We are also responsible for day-to-day monitoring, community management services and performance reporting for our published content," added Ng.

The appointment is for two years with the option to renew for a third and fourth year.

"We're absolutely wild with excitement about working with CPF over the next few years. We would love to thank the CPF for trusting us to embark on this wild adventure with them. We can't wait to create some wildly successful campaigns together and make the CPF brand roar louder than ever," said Ng

"We’re deeply honored to be awarded this opportunity to continue our partnership with CPF Board and will continue to stay committed to doing great work for our clients and help Singaporeans better understand the role that CPF plays in their lives," added Glenn Ho, head, strategic planning at Wild Advertising and Marketing.

"We look forward to continuing to tell people stories for CPF board to help make the board more personal and relatable to their members, and to create content pieces and campaigns to shape a positive mindset towards retirement planning," said Darren Lee, director of UNIFORM.

"We’re thankful for the opportunity to continue our partnership with CPFB and look forward to doing more good work with the team,” said Lee.

As part of CPF's overall communication strategy to engage members, it is looking to grow its social media communication efforts and presence. This is to deepen its engagement with members by reframing CPF’s benefits, driving resonance and giving members a greater sense of control to make informed decision about their CPF monies.

The agencies will need to work on CPF's social media platforms which include Facebook, Instagram, YouTube, Telegram and TikTok while supporting or cross marketing the other channels, initiatives and touchpoints.

These touchpoints include the CPF website, CPF mobile app, electronic direct mailers (EDMs) and its 'Let's Talk CPF' podcast. The agencies will also need to work on content partnerships with lifestyle and financial bloggers and content publishers, as well as mainstream media partners to educate the public on various aspects of the CPF system.

The agency will also need to work on outreach efforts for CPF which includes online webinars for members spanning a variety of topics. These topics include retirement, healthcare and housing, targeted community outreach and advocacy programmes with industry partners, grassroot leaders for different groups of CPF members, and a dedicated Youth Engagement Programme.

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