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In the age of digital communications, the traditional way of sending mail was becoming obsolete. Postcards, previously an intimate way of sharing notes and visuals with loved ones, were losing their relevance. Emails, messages and DMs were much more convenient as compared to snail mail since that only required a few clicks with your fingers. As such, SingPost, Singapore’s largest postal service, was losing its presence amongst the younger audiences who rarely got to interact with their mailboxes.
We helped reignite the charm of a traditional mail through modern means with SingPost #InstaPostcards. The campaign married the Instagram Story format with that of a traditional postcard to bring our users’ #InstaPostcards to life, spreading love during Christmas.
A total of 9,029 submissions were received and processed, with 5,143 unique users sending in their submissions.
The SingPost Instagram page experienced a whopping 79.4% increase in followers, and the profile saw an increase in engagement of 302.33%.
Earned media wise, we generated PR coverage from 15 news, lifestyle and trade websites, reaching approximately 106,038,820 monthly visitors and achieving an estimated PR value of S$19,042,035.
Take the next step and reach out today.
HAVAS Red
