The campaign aimed to spotlight personal stories of growth, resilience, and innovation across different walks of life —from hawkers adapting to technology,
youths embracing robotics, to parents making bold career transitions. By using relatable, human-centric narratives, the campaign intended to inspire audiences across age groups to embrace change,
adopt digital tools, and consider upskilling.
The goal:
Through a mix of articles and videos, the campaign successfully drove high reach, video views, and engagement, highlighting public interest in stories that celebrate personal transformation and progress.
Key Highlights:
Counting sticks: How technology helped this satay hawker reinvent tradition
This video spotlighted how technology is enabling traditional hawkers to modernise, featuring a satay hawker auntie who embraced contactless payment. While such payment methods are now common, the story underscores how meaningful these upgrades are — especially for older sellers adapting to a digital landscape. These small but necessary changes help streamline transactions and ensure relevance in today’s increasingly cashless society.
Overall, the video performed strongly across platforms, generating over 182K views and achieving an impressive engagement rate of 11.39%, reflecting strong audience interest and resonance with the content.
Total Video Views: 182,800 Total Engagements: 13,112 Total Reach: 115,159
Key Highlights:
The one passion that drives this teen robotics whiz to keep innovating
The video showcased a young teenager with a strong passion for robotics, using it as a means to continuously innovate and challenge himself. While the process of designing an d building robots is demanding, it offers an incredibly rewarding
experience —one that can inspire other youths to pursue interests that push their boundaries and fuel new passions.
Although this video recorded the lowest total video views among the three, it achieved the highest engagement rate at 28.74%, demonstrating that the content deeply resonated with viewers. This suggests that stories of personal growth and
innovation can spark strong emotional connections, even with a more niche audience.
Total Video Views: 162,495 Total Engagements: 11,754 Total Reach: 40,899
Key Highlights:
'Upskilling [helped me] learn more about myself':
Dad of 3 on his mid-career switch into a tech role
The story of an upskilling dad making a mid-career switch resonated by shedding light on the idea that it’s okay to take an unconventional path, especially as the head of a family, if it leads to personal growth and unexpected opportunities. Through Timothy’s journey, viewers gained insight into the specific courses he took to pivot into the IT industry, highlighting the tangible steps behind his successful transition. This video achieved the highest number of video views at 478K and the widest reach at 218K, indicating strong interest in the topic. However, with the lowest engagement
rate at 6.85%, it suggests that while viewers were curious and willing to watch, they were less inclined to interact or comment — possibly reflecting a more observational engagement style for career-related content.
Total Video Views: 478,147 Total Engagements: 14,951 Total Reach: 218,274
Summary of Results:
The campaign significantly surpassed all key performance indicators, demonstrating strong content resonance and platform synergy. Across three branded videos, the campaign achieved a total
of 823,442 video views, exceeding the original KPI of 120K by over 586%. Likewise, the series of three holding articles amassed 42,663 page views, which is 237% above the target KPI of 18K.
The content effectively engaged audiences across multiple platforms and formats, with videos performing exceptionally well on TikTok and YouTube, and articles seeing strong traction via Facebook
and direct traffic. Interms of audience demographics, Millennials(25–44) drove the highest volume of video views and social media reach, while older audiences aged 55 and above showed a higher
engagement rate with article content. Gender-wise, male audiences leaned more towards video content, while female readers engaged more with long-form articles—a trend consistent with previous campaign insights.
