​ D I G I T A L A G E N C Y 
  
 
 
Ngee Ann Polytechnic 
 
Social Media Strategies 
 
Social Media Campaign Proposal 
 
Lecturer: Mr Najib Ahmad 
Client: National Council on Problem Gambling 
 
 
Shermaine Toh  Account Lead 
S10163451H 

Warrick Tan  Research & Analytics Lead 

S10166130G 

Janae Chua  Creative Lead 

S10163727F 

Claudia Ng  Content Strategist 

S10164086G 

Shalini Pillai  Digital Strategist 

S10166580F 
 
 
 
 
 
 
CONTENTS  
 
1.0 Executive Summary... 3 
 
2.0 Research and Audit of Brand and Competitive Landscape… 4-21   
2.1 Overview of Client’s Industry on Social Media… 4 
2.1.1 Keyword Research… 4 
2.2. Social Media Audit… 5-11 
2.2.1 SWOT Analysis… 5 
2.2.2 Brand Voice… 6 
2.2.3 Key Messages… 7 
2.2.4 Current Social Media Presence… 8 
2.2.5 Individual Platform Analysis… 9-10 
2.2.6 Key Successes… 11 
2.3 Competitor’s Analysis… 12-17 
2.3.1 Competitors’ Social Media Presence… 12 
2.3.2 Individual Competitor Analysis… 13-17 
2.4 Key Survey Findings… 18-20 
2.5 Problem Identification and Statement… 21 
 
3.0 Target Audience… 22-24  
3.1 Primary Target Audience… 22 
3.2 Secondary Target Audience… 23 
3.3 Social Media Platforms Used By Target Audience… 24 
 
4.0 Social Media Objectives… 25 
 
5.0  Insights Development and Creative Approach… 26-28 
5.1 The Big Idea… 26 
5.2 Rationale… 27 
5.3 Creative Approach and Hashtag… 28 
 
6.0  Strategy… 29-48 
6.1 Message Strategy… 29 
6.2 Awareness Touchpoints… 30 
6.3 Channel Strategy and Cross-channel Integration.. 31 
6.4 Influencer Strategy… 32-34 
6.5 Traffic Driving and Acquisition Strategies… 35-36 

1
 6.6 Engagement Strategy… 37-46 
6.6.1 Content Strategy… 37-44 
6.6.2 Types of Content… 45 
6.6.3 Posting Strategy… 46 
6.7 Paid Strategy vs. Organic Strategy… 47-48 
 
7.0  Tactics… 49-58 
7.1 #KnowYourLimits?... 49-55 
7.2 #SoHuatForWhat… 56 
7.3 #TakeAYellowCard… 57 
7.4 Lull Period… 58 
 
8.0  Success Tracking… 59-62 
8.1 Success Metrics… 59 
8.2 Recommended Measurement Tools… 60-62 
8.2.1 Social Media Monitoring… 60 
8.2.2 Online Surveys… 61 
8.2.3 Individual Social Media Platform Benchmarking… 62 
 
9.0  Campaign Budget… 63 
 
10.0  Implementation Timeline… 64 
 
11.0  Appendix… 65-80 
11.1 Editorial Calendar for Campaign Period… 65  
11.2 Ideas Worksheet… 66-67 
11.3 Digital Advertising Calendar… 68 
11.4 Monthly Social Media Content Calendar… 69-70 
11.5 Survey Findings… 71-80 
 
12.0  Works Cited… 81-82 
 
 
 
   

2
1.0 Executive Summary  
 
Toku  Agency  is  a  digital  media  agency  that  strives  to  come  up  with  effective  creative 
strategies  to  combat  digital  challenges  by  leveraging  on  the  latest  social  media  trends 
and  technologies.  We  have  taken  up  the  challenge  to  conceptualise  and  plan  a  social 
media campaign for the National Council on Problem Gambling (NCPG).  
 
NCPG  is  a  governmental council dedicated to supporting and implementing programmes 
with  regards  to  research  on  problem  gambling,  public  education  and  outreach  on 
problem  gambling,  as  well  as  prevention  and  treatment  services  for  problem  gamblers 
and  their  families.  They are invested in initiatives that seek to dissuade the public against 
gambling,  and  place  a  heavy  emphasis  on  educating  the  public  about  the  negative 
impacts of problem gambling on oneself and their family members.  
 
The  12-month  long  campaign  will  take  place  from  1  April  2018  to  31  March  2019  and  its 
overall  objective  is  to  raise  awareness  of  NCPG  amongst  young  adults  and their parents 
in  Singapore,  and  drive  traffic  to  NCPG’s  social  media  channels  (Facebook,  Instagram 
and  YouTube).  NCPG  also  aims  to  educate  them  about  how  social  gambling  can  lead to 
problem gambling, and about the negative effects of problem gambling.  
 
The  overarching  campaign  #KnowYourLimits?  will  highlight  the  issue  of  social  gambling 
and  how individuals can become a problem gambler if they are unaware of their personal 
gambling limits, which can lead to problem gambling. Under #KnowYourLimits?, there will 
also  be  two  smaller  limited-time  campaigns  ​–  #SoHuatForWhat  (happening  ​1  January 
2019  to  28  February  2019)  ​and  #TakeAYellowCard  (happening  ​1  May  2018  to  31  July 
2018) ​which are Chinese New Year and FIFA World Cup season specific respectively. 
 
The  approach  consists  of  a  campaign  microsite  and  social  media  strategies  which 
leverage  on  commonly  used  social  media  channels  such  as  Facebook,  Instagram  and 
YouTube.  Popular  local  influencers  and  production  houses  will  also  be  engaged  to 
broaden the awareness of NCPG and promote the campaign.  
 
 
 
 
 
 
 

3
2.0 Research & Audit of Brand and Competitive Landscape 

2.1 Overview of Client’s Industry on Social Media 

2.1.1 Keyword Research 

 
For  NCPG,  it  was  paramount  that  we  find  out  what  keywords  the  regular  internet  user 
uses  when  searching  for  issues  related  to  the  brand.  With  this,  we  have  compiled  the 
following information: 
 

 
Figure 2.1 
 
With  reference  to  the  chart  above,  keywords  that  are  most  used  are  as  follows:  online 
betting, gambling problem, gambling, online gambling, online casino, betonline, gambling 
hotline. 
 
With  four  out  of  seven  of  the  keywords  having  some  relation  to  online  betting,  it  is clear 
that our content should specifically tackle the idea of betting via an online medium. 
4
2.2 Social Media Audit 

2.2.1 SWOT Analysis 

 

STRENGTHS  WEAKNESS 

● NCPG is known for its past  ● Weak social media presence ​– 
campaigns which includes the  NCPG’s Facebook page has 531 
‘Piggy Bank Girl’ and the World Cup  likes and 540 followers. 
2014 advertisement. This means   
that it has already established  ● World Cup 2014 advertisement 
some presence in the minds of the  backfired, audiences may not take 
audience.  the organisation seriously. 
   
● Has the capability of producing  ● Irregular posts on Facebook and 
eye-catching, relatable and  YouTube. Posts only emerge 
memorable marketing creatives,  during campaign periods.  
especially videos for their big 
campaigns. 
 
● ‘National’ in the brand name adds 
credibility to the brand.  

OPPORTUNITIES  THREATS 

● The Remote Gambling Act was  ● There are other official 

enabled in 2014 in order to combat  “gambling-addiction” help avenues 
online gambling (Poh). This means  in Singapore so NCPG is not the 
NCPG has a legal basis for  only one people may seek help 
expanded efforts against online  from. 
gambling.   
  ● Singapore Pools and Singapore 
● Instagram is hot amongst target  Turf Club have been exempted 
audience - with 25% and 34% of  from the Remote Gambling Act 
those aged 25 to 34 and 18 to 24  (Kotwani and Chia). This gives 
respectively using the platform on a  potential problem gamblers 
daily basis (We Are Social).   legitimate avenues to continue 
their excessive gambling pursuits. 

5
 2.2.2 Brand Voice 
 
Brand Persona 
The  brand  persona  takes  the  role  of  someone  who  holds  the  occupation  of  either  a 
community  service  worker  or  a  teacher.  He  uses  a  very  warm,  concerned  and 
sympathetic  tone  when  speaking  to  his  target audience. His interests include community 
service  and  educating  youths, as well as helping to solve other people’s problems. Some 
of  his  traits  include  being  extremely  kind  and  genuine,  however  he  may  come across as 
being too over-friendly at times. 
 
Brand Tone 
NCPG  adopts  two  very  different  brand  tones  on  both  it’s  YouTube  and  Facebook pages 
because  it  attempts  to  target  two  separate  types  of  audiences:  The  young  and  old.  The 
brand  tone  it  uses  for  ​young  people  is  informative,  conversational  and  casual,  while  the 
brand  tone  is  uses  for  the  ​older  demographic  ​is  colloquial  and  and  catchy.  As  a  whole, 
they  like  to  keep  up  a  positive  tone  when  speaking  on  their  platforms,  with  the  habit  of 
ending off sentences with exclamation marks. 
 
Language 
Language  employed  possesses  a  corporate,  government  style  with  the  occasional 
modern  lingo  added  into  it,  depending  on  which  target  audience  that  specific  campaign 
or  advertisement  is  targeting.  They  also  make  use  of  the  Chinese  language to reach out 
to their older target audience as well. 
 
 
 
 
 
 
 
 
 
 

6
 2.2.3 Key Messages 
 
Key  Message  1:  NCPG  is  committed  to  help  individuals  overcome  their  gambling 
addictions. 
This  key  message  is  seen  in  how  NCPG’s  Facebook  page  shares  posts  and  links  where 
target  audiences  are  able  to  access  information  on  NCPG’s  gambling  help  services.  On 
YouTube,  videos  like  “What  is  Problem  Gambling”  and  “Don’t  Let  Problem  Gambling 
Knock  You  Down”  explain  what  defines  problem  gambling,  and  encourages  individuals 
to  seek  help  via  their  hotline.  There  is  also  a  helpline  telephone  number  and  live  online 
support  option  prominently  displayed  on  their  website  for  easy access. Their “About Us” 
page  also  reinforces  their  stance  on  supporting and implementing effective programmes 
with  regards  to  the  prevention  and  treatment  services  for  problem  gamblers  within  their 
Terms of Reference. 
 
Key Message 2: There is hope when it comes to overcoming gambling addictions.  
This  is  seen  in  how  their  YouTube  and  Facebook  page,  posts  and  videos  about  their 
“Wang  Lei’s  Real  Life  Story”  campaign  are  put  up,  highlighting  an  individual  who  has 
overcome  his  gambling  addiction.  On  the  NCPG  website,  the  “Manage  Problem 
Gambling”  tab  has  links  to  a  large  variety  of  information  about  how  one  can  overcome 
their  gambling  addiction,  such  as  by  applying  for  self-exclusion  from  jackpot  machine 
rooms.  This  shows  that  it  is  possible  for  one  to  overcome  their  gambling  addiction  so 
long as they take the active step to seek help.  
 
Key Message 3: The public is encouraged to aid friends and family members 
overcome gambling addiction. 
Through  Facebook  posts  and  by sharing relevant articles on their Facebook page, NCPG 
emphasises  that friends and family members play an important role in helping a gambling 
addict  overcome  his  or  her  addiction.  The  articles  that  they  share  provides  the  friends 
and  family  members  with  tips  on  how  they  can  help  their  loved  one,  and  points  them  to 
where  they  are  able  to  receive  help  (NCPG,  NAMS  etc).  Campaign  videos  on  YouTube 
like  “Don’t  let  gambling  become  a  problem”  “Wang  Lei’s  Real  Life  Story”  reiterate  the 
message  that  friends  and  family  in  the gambling addict’s life play a pivotal role in helping 
them overcome the addiction. 
 
 
 
 

7
 2.2.4 Current Social Media Presence

Facebook 
@ncpg.singapore 
 
Page likes: 835 
Posting frequency: 0 post per day 
Engagement rate: 21%  
 
YouTube 
@ncpg.singapore 
 
Channel Subscribers: 940 
  Total Views: 6,368,189  
  Total Videos: 25 
 
 
Instagram 
Does not have an existing 
Instagram account 
 
 
 

8
 2.2.5 Individual Platform Analysis 

National Council for Problem Gambling (NCPG): Facebook 

Facebook is the main social media platform that the organisation uses, as it is the one 
they update the most consistently. Content posted there only have Hub content, which 
consists of several new articles in relation to gambling in Singapore, as well as any new 
activities organised by the organisation itself, as seen in Figure 2.2. 

 
Figure 2.2 
 
The brand has a habit of putting up a mixture of both Chinese and English-language 
based content, in order to cater to their Chinese-speaking target audience as well. This is 
further exemplified in their Facebook banner, that makes use of “Wang Lei” as a positive 
representation of that specific target audience, as seen in Figure 2.3. 

9
  
Figure 2.3. 
 
Their posting schedule is extremely irregular, to the point where is seems more 
occasional then scheduled. An example of this would be how they usually only have one 
post per month, and there is no consistency in terms of the time of the month as well.  
 
National Council for Problem Gambling (NCPG): YouTube 
YouTube for NCPG functions more as a supplementary platform, with it usually being 
used as a place to house their video content. As such, the content found there is usually 
of a Hero nature - videos that are funny or resonate deeply with their target audience, 
and they happen usually only once a year. Those videos are also part of larger marketing 
campaigns done by NCPG each year. The organisation tends to post video duplicates, 
with the difference being the language medium within each video: English and Chinese, 
as seen in Figure 2.4. 
 

 
Figure 2.4 

10
 2.2.6 Key Successes 
The organisation mainly utilises social media platforms like YouTube and Facebook as 
tools to increase awareness and reach of their main advertising campaign, the following 
are some of their more notable ones. 
 
“Don’t Let Gambling Become a Problem. Take Action Now.” 
With the intention to raise awareness about the dangers of online gambling among 
young adults, NCPG launched this television commercial on platforms such as cinemas, 
television and YouTube in 2016. The video posted on YouTube had a total of 4.2 million 
views and attained 19 shares on Facebook. The video is most viewed video on their 
YouTube page as well. 
 
“World Cup 2014: Kick the Habit”  
To discourage gambling during the 2014 World Cup, NCPG released an advertisement  
conveying the message of a man putting his son's life savings on Germany winning the 
World Cup. The kid named Andy said while frowning: "I hope Germany wins. My dad bet 
all my savings on them." But the cautionary message backfired once Germany won over 
Brazil. Measuring digital reach, the campaign’s key character “Andy” became viral, with 
spoofs and parodies appearing on various social media platforms that boosted NCPG’s 
TVC viewership on YouTube to surpass 1 million views in less than 2 weeks.  
 
“Excuses” 
A generic television commercial meant to play on the sympathy one would have for a 
child with a compulsive gambler father, this television commercial has been noted by the 
organisation itself to have the highest recall rate amongst all their advertising and 
marketing campaign efforts. It was also put on YouTube and has since garnered a total of 
165 thousand views. 
 
 
 
 
 
 
 
 
 
 
 
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 2.3 Competitor’s Analysis 

2.3.1 Competitors’ Social Media Presence 

  Facebook  YouTube  Instagram 

One Hope  ● Number of likes on  ● No. of  NIL 

Centre  page: 67 Likes  Subscribers: 1 
● Post frequency: 0.3  ● Posted one 
posts a day  video 
● Engagement rate: 
12% 

National  ● Number of likes on  NIL  NIL 

Addictions  page: 6,501 Likes 
Management  ● Engagement rate: 
Service  0% 
(NAMS) 

Thye Hua  ● Number of likes on  ● No. of  ● Number of 

Kwan Moral  page: 8,833 Likes  Subscribers: 28  followers: 
Society (THK)  ● Post frequency: 0.8  ● Posted 18 videos  406 
posts a day 
● Engagement rate: 
1% 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

12
 

2.3.2 Individual Competitor Analysis 

One Hope Centre: Facebook 

One  Hope  Centre  mainly  utilises  Facebook  to  post  announcements  such  as  various 
courses,  seminars  and  links  related  to  their  cause  of  reaching  out  to  people  who  are 
affected  by  problem  gambling.  The  objective  of  each  post  is  not  stated  clearly  till  the 
end.  They  have  a  direct  link  on  their  page  where  users  would  be  able to sign up to their 
mailing list. 

 
Figure 2.5 
 
One  Hope  Centre  is  inconsistent  with  their  postings.  For  example,  in  the  month  of  May, 
they  have  only  posted  once,  whereas  in  the  month  of September, they have posted four 
times. They seem to not have any content buckets.  
 
One Hope Centre: YouTube 
One  Hope  Centre  has  1  subscriber  and  1  video  uploaded  onto  their  YouTube  channel. 
This  video  was  uploaded in July 2017 and has only garnered 25 views. One Hope Centre 
does not have an Instagram account. 
 

13
National Addictions Management Service (NAMS): Facebook 
NAMS  mainly  utilises  Facebook  to  publicise  and  provide  information  on  their  events. 
Their  event  posts  are  quite  lengthy  which  could  be  less  appealing  for  users  to  read, 
resulting in them scrolling past the posts. 

 
Figure 2.6 
 
Although  NAMS  posts  informational  content  on  the  various  addictions  and  treatments, 
they  do  not  post  consistently,  Furthermore,  such  content  are  only  posted  together  with 
an event they are publicising.  

 
Figure 2.7 
14
 
Even  though  NAMS  has  a  relatively  high  following  of 6,501 followers, their postings have 
a low engagement and reaction rate. 
 
NAMS does not have an Instagram or a YouTube account. 
 
Thye Hua Kwan Moral Society (THK): Facebook 
THK  utilises  their  Facebook  page  well  with  a  variety  of  postings  such  as  articles  and 
events.  The  captions  are  direct  and  the  messaging  is  clearly  stated  for  users.  THK  also 
uses  a  unique hashtag of their own ‘#weloveTHK’ when THK takes part or hosts a certain 
event.  

 
Figure 2.8 
 
THK  also  links  their  Facebook  page  to  the  Instagram account ‘thkcharityshow’, however, 
this  is  not  the  main  THK  Instagram  account.  They  have  also  linked  posts  on  Instagram 
with the hashtag ‘#welovethk’.  
 

15
  
Figure 2.9 
 
THK’s  Facebook  page  has  the  function  which  enables  users  to  donate  on  an  external 
site,  giving.sg.  They  also  have  a  username  for  their Facebook page, ‘welovethk’ which is 
inline with their hashtag #welovethk. 
 
They  are  relatively  consistent  with  their  postings,  with  at  least  4-5  posts  every  week. 
Although  there  are  no  identifiable  content  buckets,  THK  categorises  their  photos  into 
photo albums for each respective event.  
 
THK: YouTube 
THK’s  YouTube  channel has 27 subscribers and has not been active for a year. However, 
they  have  posted  a  series  of  videos  about  the  different  aspects  of  the  organisation  3 
years ago which garnered a hundred to a thousand views. 
 

 
Figure 2.10 
16
 
THK: Instagram 
THK  has  505  posts  and  406  followers.  Their  posts  revolve  around  events  THK  hosts  or 
takes  part  in,  some  which  are  similar  to  what’s  posted  on  their  Facebook.  THK  gets  an 
average  of  20-30  likes  per  post.  However,  their  Instagram  handle  (@thk360)  is 
unidentical  to  their  Facebook  page’s  handle  (welovethk).  THK  mainly  uses  photos  and 
occasionally graphics. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

17
2.4 Key Survey Findings 
 
To help supplement our knowledge, we have conducted a survey among 125 
respondents, with 84.6% of them aged 18-24, here are some of our key findings. 
 
Key Finding 1: There is high brand recall for NCPG in the minds of the target audience. 
This is seen in Figure 2.11, in how there were no responses on who did not know of 
NCPG’s campaigns. The one with the highest recall rate was evidently the “Excuses” 
campaign. This shows that general brand awareness is not a key issue for NCPG - and 
that issues would more likely lie in areas such as knowledge of the brand. 

 
Figure 2.11 
 
 
 
 
 
 
 
 
 
 
 

18
Key Finding 2: Social gambling is the most common form of gambling. 
This is evident in Figure 2.12, as 80.6% of respondents said they were involved in social 
gambling activities. Therefore, one important area of focus our proposed campaign 
should focus on would be social gambling. 
 

 
Figure 2.12 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

19
Key Finding 3: People in our main target audience gamble for ‘harmless’ reasons. 
The top few reasons for gambling were “For fun” and “Social activity with friends/family” 
at 80.6% and 72.2% of respondents respectively, as seen in Figure 2.13. Although this is 
good in a sense where they don’t do it on purpose to earn money or for self-gratifying 
purposes, it could also show a potential sense of ignorance in how constant social 
gambling could lead to an addiction with negative repercussions. 
 

 
Figure 2.13 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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2.5 Problem Identification & Statement 

Problem Identification:  
● Youths are frequent partakers of social gambling, which could eventually result in 
it developing into problem gambling. 
● Family members and friends seem to be the ones introducing gambling as a 
concept to the youths. 
● Youths are apathetic towards advising their friends against excessive gambling 
habits. 
 
Problem Statement: 
With the normalization of social gambling in society, Singaporean youths are unaware of 
how it could lead to problem gambling, adopting an apathetic attitude towards the issue.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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3.0 Target Audience  

3.1 Primary Target Audience  

 

Demographics   Psychographics  

Gender:   Lifestyle:  
Males and Females  ● Tech-savvy and fluent with the usage of 
  online and new media, including 
participating in e-sports. 
Age:  
● Enjoy partaking in social activities with 
18 - 24 year olds  friends. 
  ● They are exposed to online betting 
Race:   platforms. 
Chinese, Malay, Indian, Eurasian, Others    
  Attitudes:  
Individual Income:  ● Strongly influenced by peers when it 
comes to decision making. 
  ● Apathetic to the idea of problem 
Education:   gambling. 
O Levels, Diploma, Degree   
  Personality: 
Language Literacy:  ● They have an extreme fear of missing out 
English, Basic Mother Tongue  when it comes to activities with friends. 
● Outspoken with the courage to voice out 
 
their own opinions online.  
Occupation: 
Students, fresh graduates, early-mid 
level career  
 
 
 
   

22
3.2 Secondary Target Audience  
 

Gender:  Lifestyle: 
Males and Females  ● Family Oriented 
  ● Money Conscious  
 
Age: 
 
40 - 54 year olds  Attitudes:  
  ● Encourages gambling at home on 
Race:  occasions like Chinese New Year. 
Chinese, Malay, Indian, Eurasian, Others  ● Against gambling outside of home. 
  ● Concerned about the well being of 
Individual Income:   their family. 
 
$3000 - $10,000  Personality:  
  ● Nurturing, interested in helping their 
Education:   child grow to their fullest potential. 
O Levels and above  ● Dutiful, committed to carrying out 
  their duty as a parent.  
Occupation:  
Working adults, PMEBs, Housewives 
 
 
 

 
 
 
 
 
 
 

23
3.3 Social Media Platforms Used By Target Audience  
 
According  to  our  survey,  the  Instagram was ranked “1st most used platform” the most, by 
43  respondents,  followed  by  YouTube  ranked  “2nd  most  used  platform”  by  28 
respondents,  and  Twitter  being  ranked  “3rd  most  used  platform”  by  20  respondents. 
Hence,  our  top  social  media  platforms  are  Instagram,  YouTube  and  Twitter.  It  is 
important  to  note  that  majority  of  our  survey  respondents  fall  in  the  age  range  of  18-24 
(86.4%).  Thus,  it  can  be  concluded Instagram is the most popular platform among youths, 
followed by YouTube and Twitter.  
 

 
Figure 3.1 
 
However,  looking  at  the  Singapore  social  media  landscape  as  a  whole  in  Figure  3.1, 
YouTube  emerged  as  the  top  social  media  site  (79%)  followed  by  Facebook  (72%)  and 
Instagram (43%) (We Are Social). 
 
Hence,  Facebook  is  still  a  key  platform  used  in  Singapore  and  should  be integrated into 
NCPG’s  social  media  strategies.  To  effectively  reach  both  of  NCPG’s  primary  and 
secondary audience, Facebook, YouTube and Instagram should be used.   
 
 
 
 
 

24
4.0 Social Media Objectives 
 
Facebook:  
Increase NCPG’s Facebook page likes by 140% from 835 likes to 2,000 likes, to attain 
NCPG’s business goal of developing an online community with persons concerned with 
issues of problem gambling 
 
Instagram: 
Create an Instagram community of at least 2,000 followers to better engage with youths  
 
YouTube: 
Increase number of subscribers by 59.6% from NCPG’s current 940 subscribers to 1,500 
subscribers.  
 
Microsite: 
Drive at least 450 unique monthly views to the microsite, which will be linked to NCPG’s 
official website, raising awareness of problem gambling and services NCPG offers 
 
Earned Media:  
To drive at least 100 conversations on digital platforms such as news sites, blogs and 
social media.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

25
5.0 Insights Development and Creative Approach 
 
5.1 The Big Idea  
 
Through the 12-month campaign period, the overarching big idea would be “Know Your 
Limits?”. It highlights the issue of social gambling and how it can escalate individuals who 
are unaware of their personal gambling limits into problem gambling. Under 
#KnowYourLimits would be two limited time sub campaigns called #TakeAYellowCard” 
and “#SoHuatForWhat”.  
 
Know Your Limits? (#KnowYourLimits?) 
“Know Your Limits?” challenges youths to reflect on gambling habits that they, their 
family or friends possess. It serves as a personal checklist for them to know if they have 
crossed the line into problem gambling or if they are at risk of becoming a problem 
gambler. The campaign also conveys how NCPG can help them contain and eventually 
tackle their social gambling habits – if any.  
 
Take A Yellow Card (#TakeAYellowCard) 
In conjunction with the World Cup happening from 14 June to 15 July 2018, 
#TakeAYellowCard will be implemented to encourage youths to pledge against 
sports-related gambling as well as other gambling activities during this period, when 
social gatherings are on the high. 
 
So Huat For What (#SoHuatForWhat) 
#SoHuatForWhat aims to highlight the fact that without proper management and self 
awareness, gambling for “fun” could escalate into problem gambling. It will target the 
Chinese New Year period.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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5.2 Rationale 
 
Know Your Limits? (#KnowYourLimits) 
According to our survey, it was found that 80.6% of respondents were involved in social 
gambling. However, many do not see the potential problem in social gambling, instead 
take it purely as a leisure activity. This campaign would engage with the youths, allowing 
them to recognise the signs of problem gambling, motivating them to spend their money 
and time on wholesome activities rather than social gambling activities. The campaign 
also portrays NCPG as an approachable organisation with sufficient tools and support to 
counter gambling addictions.  
 
Take A Yellow Card (#TakeAYellowCard) 
Considering that football betting is a huge and growing global industry worth billions of 
dollars (Keogh and Rose), along with the fact that sports betting is becoming easily 
accessible with online gambling services, curious youths may be motivated to join in the 
crowd. #TakeAYellowCard serves as an opportunity for youths to pledge against the 
dangers of sports betting and discourage them from adopting or continuing the bad habit 
and steer them away from the danger of potentially becoming hooked onto sports 
betting.  
 
 
So Huat For What (#SoHuatForWhat) 
From our survey, it was seen that 80.6% of respondents are involved in social gambling 
like card games and mahjong with family and friends. The frequency of these social 
gambling activities are especially high during festive season like Chinese New Year 
(CNY). Moreover, our survey found that merely 11.2% of respondents saw social gambling 
during CNY as problem gambling. This shows that the majority do not see the potential 
seriousness in social gambling and would not take action to stop themselves/others from 
partaking in social gambling.  
 
 
 
 
 
 
 
 
 
 
 
 
 

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5.3 Creative Approach and Hashtag 
 
NCPG’s brand persona is helpful, empathetic and caring. Hence, these sides will be 
portrayed across all social media platforms to keep the approach personable and 
friendly. The tone used across all social media platforms will be light-hearted and 
informative at the same time.  
 
The colours used for the campaign would be primary colours – Red, Yellow and Blue. 
Red represents positivity, yellow for warmth and optimism and blue for trust. All these 
values are ideal brand associations of NCPG as an organisation. 
 
The main campaign hashtag used during the campaign period would be 
#KnowYourLimits and #TakeAYellowCard during the months of May to July 2018 for 
NCPG’s audiences to participate in the pledge and #SoHuatForWhat during the months 
of January to February 2019 to accompany the Chinese New Year posts. 
 
 
 
 
 
   

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6.0 Strategy 
 
6.1 Message Strategy 
 
Apathy normalizes and may even encourage the act of social gambling which could 
eventually lead to problem gambling: 
The message aims to bring across the potential serious impacts of social gambling, a 
form of gambling that is popular amongst youths. As harmless as gambling for “fun” may 
seem, there is a chance of it developing into a habit that may spiral into problem 
gambling. This message also highlights the signs of problem gambling, helping youths 
recognise if they have crossed the line into problem gambling. This key message is 
thought provoking, encouraging youths to think twice before engaging in social 
gambling, making them recognise the signs of problem gambling in themselves and 
friends or family, allowing them to take the appropriate measures to manage it.  
 
Preoccupying your time with other activities can reduce the urge to gamble: 
The message aims to share tips on self managing gambling urges. When it comes to 
managing gambling habits, many only know of counselling and therapy sessions. 
However, it is possible to self manage the urge to gamble by seeking other leisure 
activities that are able to provide the same sense of achievements and adrenaline rush, 
that gambling does. The message would be encouraging and uplifting, giving hope to 
youths who are looking to manage and eventually kick their gambling habits.   
 
NCPG is an approachable and trustworthy organisation available to anyone struggling 
with gambling issues: 
The message aims to show youths that NCPG does not only cater to those in the older 
age range but provide their services to everyone of any age. This is done by portraying 
NCPG as an approachable and trustworthy organisation. Thus, creating an impression 
that it is a safe space for them to relate their struggles and seek help.  
 
 
 
 
 
 
   

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6.2 Awareness Touchpoints 
 

 
 
This campaign will aim to increase awareness of the impacts of social gambling and how 
NCPG can help gamblers cope with their gambling habits. This would lead to the interest 
and consideration of the gamblers themselves as well as their family and friends. This 
consideration will then direct interested parties to get in contact with NCPG for their 
gambling issues and to participate in NCPG’s campaign activities. Thereafter, 
beneficiaries of NCPG’s services and supporters of the cause would become advocates 
by forming a community on NCPG’s Facebook forum to support one another and 
promoting the brand and its cause.  
 
Awareness &  Online: 
Discovery  ● Influencer Engagement  
● Facebook Boosted posts 
● Instagram Sponsored posts 
● YouTube Advertisements 
● Google Search Advertisements 
● Social Media Posts (Facebook, Instagram, YouTube) 
 
Offline:  
● Interactive Exhibit in Schools  
● Stickers in Schools 
● Cup-holder posters in coffee chains across 
Singapore 

Consideration  ● Visit NCPG Microsite  

● Visit NCPG’s official website  
● Visit NCPG social media pages  

Involvement  ● Contact NCPG for their gambling issues 

● Take part in the Limit Tab game and share the result  

Post-Experience   ● Following NCPG’s social media pages  

● Individuals who are passionate about the cause or 
have benefitted from the NCPG’s services would 
form a community to continue supporting one 
another in their route to recovery and inspiring 
others to quit gambling.  
 
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6.3 Channel Strategy and Cross-channel Integration 
 
Leveraging on mainstream social media platforms such as Facebook, Instagram and 
YouTube would be essential as a communication channel for NCPG to engage with their 
target audience of young adults. Search Engine Optimisation will increase click through 
rate to NCPG’s campaign microsite. 
  
Facebook: 
With Facebook and Instagram targeting different audience demographics, this allows 
NCPG to reach out to both their primary and secondary audiences. Both platforms would 
also carry out all the curated content buckets, including the seasonal campaigns such as 
#SoHuatForWhat and #TakeAYellowCard. 
 
The campaign’s content would consist of images and videos on Facebook, however, 
captions would be slightly longer and more informational than Instagram. NCPG could 
also tap on unique features on Facebook that would appeal to their target audience such 
as GIFs, reactions and polls, which would in turn generate more conversation and 
engagement.  
  
Instagram: 
Although NCPG does not have an Instagram account, it is a social media platform that 
best resonates and is pertinent to the primary target audience. Being a primarily-visual 
platform, the content on NCPG’s Instagram will consist of bright, visually appealing 
photos and videos with complementing captions that carry a personable and friendly 
tone. To ensure brand consistency, similar content should be posted across the 
Facebook and Instagram pages. NCPG’s new Instagram account would also link to its 
Facebook page to access Instagram Analytics.  
 
YouTube: 
Leveraging on the engagement of local YouTube production houses to produce 
webisodes for #KnowYourLimits, short snippers and teasers of these videos will be 
posted on Facebook and Instagram, assisting in directing traffic to NCPG’s YouTube 
page. Additionally, post-campaign videos for the #KnowYourLimits interactive exhibit will 
be posted to generate virality. Collaboration with TheSmartLocal to produce a word on 
the street segment for #SoHuatForWhat would also increase awareness of NCPG’s social 
media channels.  
   

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6.4 Influencer Strategy 
 
Influencers have a great amount of influence on social media and are often seen as 
trustworthy sources, thus it is important to leverage on the right social media influencers 
that are able to effectively target and connect with the campaign’s target audience.  
In this campaign, the proposed influencer would possess the following criterias:  
1. A minimum of 50,000 followers on social media. The campaign will make use of 
more recognisable influencers to maximise reach and engagement, boosting 
awareness for NCPG and the campaign.  
 
2. Popular among youths as the campaign’s primary target audience are youths. 
Influencers have to be relatable amongst them to get the message across 
effectively. 
 
3. Clean and positive image on social media as influencers would be promoting 
content on a social issue – problem gambling. It is necessary for their online 
personality to be clean and favourable in order not to contradict with the 
campaign’s message and fitted to be a role model for their followers.  
 
The following is a list of suggested influencers and their respective reach on Instagram 
and YouTube.  
 
Name  Instagra Rationale  
  m 
Followers 

Irfan Fandi  57.5k  Irfan Fandi is a professional footballer who plays for the 
@irfanfandi17  Singapore National Team. He would be a good 
  candidate to pledge against gambling during the World 
Cup season as his profile is relatable to 
#TakeAYellowCard.  

Ikhsan Fandi  56.4k  Brother of Irfan Fandi, Ikhsan Fandi is a professional 

@ikhsanfandi  football player and an Adidas brand ambassador. This 

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  makes him credible and relatable when it comes to 
advising audiences to not gamble during the World Cup 
season.   

Iman Fandi   44.4k  Sister of Irfan and Ikhsan Fandi, Iman Fandi is a model, 
@imanfandi17  former track-and-field athlete and an Adidas brand 
  ambassador who is well liked by youths. Taking a stand 
against gambling alongside her siblings would increase 
the impact of the message.   

Christabel Chua   151K  Christabel is a lifestyle and beauty influencer with a 

@bellywellyjelly  positive and bubbly personality. She is popular with 
  both youths and young adults and is a good role model 
to encourage audiences against gambling.  

  

Nathan Hartono  124k  Nathan is popular local singer, who shot to fame for his 
  second placing on the first season of Sing! China. He 
also possesses a fun and wholesome personality, which 
makes him popular and respectable amongst youths. 

Benjamin Kheng  182k  Benjamin is a singer from local band The Sam Willows, 
whose fans coincide with NCPG’s target audience of 
youths. He has also been casted in many popular films 
like ​Wonder Boy​ and ​Young & Fabulous​. Thus, he would 
be able to connect and engage with the audience.  

  

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 Sandra Riley  83.2k  Sandra is a singer from local band The Sam Willows, 
Tang  whose fans coincide with NCPG’s target audience of 
  youths. As the co-owner of The Yoga Collective, Sandra 
also has a healthy, strong and independent personality 
which makes her a good role model for youths.  

 
 
 
Additionally,  the  campaign  will  include  collaborations  with  popular  YouTube  production 
houses  such  as  TheSmartLocal  and  TreePotatoes  to  produce  one-off  videos  and  a  web 
series that will be posted interchangeably on NCPG’s social media platforms.  
 
Name  YouTube  Rationale  
  Subscribers 

TreePotatoes   397k  Treepotatoes have produced various web series for 

  brands like Sasa Cosmetics and local Chinese radio 
station YES 93.3.  
 

TheSmartLocal   181k  TheSmartLocal is a Singapore content hub with the 

  segment “Word On The Street” revolved around 
street interviews to find out Singaporean’s opinions 
on social issues.  

 
 
 
 
 
 

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6.5 Traffic Driving & Acquisition Strategies 
 
NCPG’s Facebook page, Instagram page, YouTube channel and microsite will work 
together to drive traffic online. 
 
Microsite 
A microsite will be developed for the overarching campaign, #KnowYourLimits. The site 
will be coded to include keywords such as “problem”, “gambling”, making it SEO friendly, 
increasing click through rates and visibility on search engines. There would also be 
outbound links from NCPG’s social media pages to the microsite. 
 
Social Media 
To drive traffic to NCPG’s social media channels, NCPG could leverage on cross channel 
sharing whereby content for one social media platform is further repurposed for another 
platform, to amplify reach of the post.  
 
The microsite would have NCPG’s social media icons that link out, leading audiences 
who are interested to find out more about NCPG from the microsite to the social media 
channels. Through purchasing of keywords off Google, viewers can easily find the 
microsite.  
 
Social media advertising such as Facebook Boosted Posts and Instagram Sponsored Ads 
will be leveraged on to target specific audiences and increase post engagement rate. 
Short-term acquisition will be conducted through contests twice a month. Long-term 
acquisition is achieved through regular updates conducted through the content buckets. 
 
Offline Touchpoints 
There would be three offline touchpoints throughout the campaign.  
 
The first offline touchpoint would be the interactive exhibit ‘The Limit-Nator’, conducted 
in conjunction with the campaign #KnowYourLimits. This offline activity seeks to direct 
traffic to NCPG’s social media platforms through User Generated Content via social 
media posts. The event will mainly feature an interactive exhibit that will be brought to 
various tertiary institutions throughout the entire campaign period.  
 
In conjunction with the #KnowYourLimits campaign, stickers will be distributed at lecture 
halls and canteen tables at various educational institutions during “The Limit-Nator” 
interactive exhibit to encourage them to take the “Limit Tab Test” to find out their 

35
gambling limits. QR codes will be printed on the decals to direct users to NCPG’s Know 
Your Limits? microsite for convenient access.  
 
The final offline touchpoint will be a collaboration with various coffee joints in Singapore 
to include cup sleeves with NCPG’s hotline and general social media platforms printed 
on it to reach out to NCPG’s primary and secondary audience and inform them of NCPG’s 
online touchpoints.  
 
The following are proposed coffee chains:  
 
● Starbucks Coffee 
● The Coffee Bean and Tea Leaf 
● Ya Kun 
● Toast Box 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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6.6 Engagement Strategy 
 
6.6.1 Content Strategy  
 
Content Bucket 1: Who is NCPG?  
This type of content allows people to understand more about the organisation and the 
staff behind NCPG through bite-sized information.  
 
Platform: ​Facebook, Instagram 
 
Sample:  

 
Figure 6.1 
 
 
 
   

37
Content Bucket 2: Announcements 
To connect with the target audience and build rapport with them during special holidays, 
and inform them about NCPG’s events and any new schemes related to gambling.  
 
Platform:​ Facebook, Instagram  
 
Sample: 

 
Figure 6.2 
 

 
Figure 6.3 
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Content Bucket 3: What Matters More  
Prompts audiences to think about what matters more to them besides engaging in 
gambling-related activities, and provides recommendations on wholesome activities they 
can participate in with friends and family. This is done via tip posts on Instagram and 
Facebook. 
 
Platform:​ Facebook, Instagram 
 
Sample:  

 
Figure 6.4 
 
 
 
 
 
 
   

39
Content Bucket 4:​ ​Contests 
Contests will increase engagement as it encourages audiences to post comments and 
User Generated Content with the relevant hashtags on their social media accounts.  
 
Platform: ​Facebook, Instagram 
 
Sample: 

 
Figure 6.5 
 
 
   

40
Content Bucket 5:​ ​NCPG Inspires 
Features testimonials of ex-problem gamblers and inspirational quotes.  
 
Platform:​ Facebook, Instagram 
 
Sample: 

 
Figure 6.6 
 
 
 
 
   

41
Content Bucket 6: #SoHuatForWhat (Limited Time)  
The Chinese New Year themed posts will encourage audiences against gambling during 
the festive season. A video which gathers the opinions of Singaporeans about gambling 
during Chinese New Year will also be produced in collaboration with The Smart Local. 
 
Platform: ​Facebook, Instagram, YouTube 
 
Sample: 
 

 
Figure 6.7 (These are GIF frames) 
 

42
  
Figure 6.8 
 

 
Figure 6.9 

43
Content Bucket 7: #TakeAYellowCard (Limited Time)  
The soccer-themed posts will encourage audiences to pledge against sports-related 
gambling with NCPG via the #TakeAYellowCard pledge.  
 
Platform:​ Facebook, Instagram  
 
Sample:  
 

 
Figure 6.10 
 
 
 
 
 
 
 
 
 

44
 6.6.2 Types of Content 
 
Hero Content 
Hero content refers to content with high virality that helps to raise awareness for NCPG. It 
would  typically  attract  browsers  that  are  looking  for  inspiring  content. It is able to spread 
NCPG’s  messages  amongst  the  audiences,  and  is  able  to  generate  high  levels  of 
participation  from  the  audiences  in  the  form  of  User  Generated  Content  and  the  ‘share’ 
function  on  social  media  platforms  like  Facebook.  This  form  of  content  refers  to  large 
campaigns, contests and viral videos.  
 
 
Hub Content 
Hub  content  refers  to  regularly  scheduled  push  content  which  taps  on  the  interests  and 
experiences  of  audiences  to  broaden  NCPG’s  brand  appeal.  It  would  typically  attract 
subscribers  that  are  looking  for  regular  engaging  content.  It  drives  traffic  to  NCPG’s 
social  media  platforms,  and  should  focus  on  NCPG’s  events.  Examples  of  external  Hub 
content  include  the  “What  Do  Singaporeans  Think  About  CNY  Gambling?”  video  and 
Know  Your  Limits  video  series.  Examples  of  internal  Hub  content  are  the  testimonials 
from ex-problem gamblers and coverage of the Know Your Limits guerilla event.  
 
 
Help Content 
Help  content  refers  to  pull  content  targeted  towards  the  target  audience.  It  would 
typically  attract  searches  that  want  relevant  and  informative  content.  Examples  of  Help 
content  include  articles,  announcements  and  social  media  posts  with  tips  to  encourage 
the public against gambling and information to educate the public about NCPG.  
 
 
 
 
 
 
 
 
 
 
 
 
 

45
 6.6.3 Posting Strategy 
 
As  NCPG’s  target  audience  for  this  campaign  is  18  to  24  year  olds,  they  are  mostly 
students  and  young  working  adults.  Posts  should  be  uploaded  at  timings  where  they 
would be most active on social media ​– such as before school, after school or weekends. 
  
According  to  a  survey  done  by  Hootsuite,  here  are  some  findings  on  optimal  timings  to 
post on social media platforms (Aynsley and Fontein): 
  
Facebook 
● Monday, Wednesday, Thursday and Friday: Between 12pm to 3pm 
● Saturday and Sunday: Between 12pm to 1pm 
  
Instagram 
● Monday to Friday: 12pm to 1pm 
 
According to a research done by TubeMogul, a research organisation, the following are 
Findings on optimal timings to post on YouTube (Gielen): 
 
YouTube 
● Monday to Wednesday: 2pm to 4pm 
● Thursday to Friday: 12pm to 3pm 
● Saturday to Sunday: 9am to 11am 
  
With  the  consideration  of  our  research,  school  timetables  and  peak  travelling  hours  of 
students  and  young  adults,  posting  timings  have  been  strategized  accordingly  for  each 
of NCPG’s social media platforms. 
  
Social Media Platform  Optimal Timing  Post Frequency 

Facebook  1pm, 5pm, 7pm  3 times a week 

1 post a day 

Instagram  1pm, 3pm, 9pm  3 times a week 

1 post a day 

YouTube  11am, 7pm  Campaign-Dependant 

1 post a day 
  

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6.7 Paid Strategy vs. Organic Strategy 
 
Paid Strategy  

1. Facebook Boosted Posts 

NCPG  can  invest  in  Facebook  boosted  posts.  This  is  to  increase  its  brand’s 
average  post  engagement  rates  which  could  lead  to  an  increase  in  follower count 
on  Facebook  (Sorokina).  This  is  because  Facebook  has  many  algorithms  that 
determines  which  posts  are  seen  and which would remain on the News Feed. This 
is  a  challenge  of  Facebook  business  users  as it lowers their capability to reach the 
maximum  audience.  Boosting  a  post  allows  NCPG’s  post  to  appear  higher  up  on 
their  audience’s  News  Feeds.  Additionally,  NCPG  can  boost  Facebook  posts  to 
targeted  groups  with  specific  interests,  location,  ages  and  gender  ​to  effectively 
reach  the  right  audience.  This  increases the chance of the post getting shared and 
liked.  
 
2. Instagram Sponsored Advertisements 
NCPG  can  invest  in  Sponsored  Advertisements  on  Instagram.  This  will  help 
increase  awareness  and  engagement  rates  of  the  campaigns  which  could  lead  to 
an  increase  in  follower  count  on  Instagram.  ​According  to  a  research  done  by 
Forrester,  consumers  are  58x  more  likely  to  engage  with  Instagram’s  Sponsored 
advertisements  as compared to Facebook. Instagram also has an engagement rate 
of  4.21%  (Millwood).  Furthermore,  NCPG  will  be  able  to  target  groups  according to 
specific  interests,  age  and  gender  to  effectively  reach  the  right  audience.  This 
increases the chance of the post getting shared and liked. 
 
3. YouTube Advertisements 
NCPG  can  leverage  on  5-second  YouTube  advertisements  to  drive  audiences 
towards  #KnowYourLimits?  main  campaign  video  that  will  be  on  NCPG’s YouTube 
channel.  An  overlayed  link  card  to  the  Know  Your  Limits?  microsite  will  also  be 
included  in  the  YouTube  Advertisement.  NCPG  will  be  able  to  target  a  specific 
audience  based  on  location,  age, interests and more. This YouTube advertisement 
can  be  targeted  to  young adults who express specific interests in online gaming or 
gambling through their search history.  
 
4. Paid video partnership with Treepotatoes and TheSmartLocal (TSL) 
NCPG  can  partner  with  YouTube  Channel  Treepotatoes  and  The  Smart  Local  to 
come  up  with  YouTube  videos  that  conveys  NCPG’s  messages  in  story  from 
through  Web  Series  and  light-hearted  street  interview  videos.  Since  Treepotatoes 
and  TSL  have  a  relatively  young  audience  and  a  huge  following  on  Instagram 
(Treepotatoes:  53.7k;  TSL:79k)  and  YouTube  (Treepotatoes:  397k;  TSL:  181k), 
NCPG  can  leverage  on  their  reach  by  engaging  them  as  a  partner.  The  video  will 
be  posted  on  Treepotatoes  and  TSL’s  Youtube  channel,  including  the  link  to  our 
microsite  and  NCPG’s  social  media  channels  in  the  description  box,  directing  the 

47
 audience to NCPG social channels. 
 
5. Search Engine Optimisation (SEO) 
NCPG’s  current  website’s  top  keywords  are  “gambling”,  “NCPG”  and  “help”, 
however,  these  words  are not mentioned in the website’s title and description. The 
website  does  not  have  a  good  meta  description  as  well.  No  SEO  has  currently 
been  applied,  thus  it’ll  be  an  advantage  to  NCPG  as  this  would  increase  its  click 
through rate. 

Organic Strategy  

1. Influencer Engagement  
Engaging  influencers  who  shares  the  same  values  as  NCPG  would  be  effective  in 
reaching a wider range of audiences. These influencers have a huge fans base that 
are  active  in  showing  support  to  their  favorite  influencers  by  viewing,  liking, 
commenting  and  sharing  content  posted.  With  that,  they  would take interest in the 
campaign, leading them to visit NCPG’s social media channels and microsite to find 
out more.  
 
2. User Generated Content 
User  Generated  Content  (UGC)  is  an  opportunity  for  NCPG  to  authentically 
connect  with  their  audience.  They  can  do  so  by  leveraging  on  influencers  to 
encourage  their  followers  to  participate  in  NCPG’s  social  media  contests  and 
pledges  by  posting  Instagram  stories  and  posts.  An  example  would  be  posting  a 
picture  of  themselves  holding  a  yellow  card  with  their  pledge  to  support  the 
#TakeAYellowCard  campaign.  Through  social  media  contests,  NCPG  also 
encourages  audience  to  take  a  picture  of  themselves  taking  part  in  wholesome 
activities  and  sharing  their  generated  personalized  activity  recommendation  after 
taking  the  “Limit  Tab  Test”,  supporting  the  #Knowyourlimits?  campaign.  With  such 
UGC,  NCPG’s  content  would  reach  a  wider  pool  of  audiences,  increasing 
awareness  of  the  campaign.  UGC  is  also  unique  and  variety  in  content  brings 
about  excitement  and  a  refreshing  experience,  encouraging  other  users  to  take 
part and create their own content as well.  
 
 
 
 
 
 
 
 
 
   

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7.0 Tactics 
 
7.1 #KnowYourLimits? 
 
#KnowYourLimits?  is  the  overarching  theme  of  the  main  campaign  which  will  be 
launched  from  April  2018  to  March  2019  (12  months).  The  main  objective  would  be  to 
raise  awareness  of  how  social  gambling  may  lead  to  problem  gambling  amongst  young 
adults.  As  such,  young  adults  should  set  limits  on  their  gambling  habits  and  if  possible, 
turn  away  from  gambling.  #KnowYourLimits?  would  be  carried  out  through  a  microsite, 
NCPG’s  social  media  platforms,  web  series  collaboration  with  TreePotatoes  and  an 
interactive exhibition entitled “The Limit-Nator”.  
 
Microsite 
To  kick  start  the  campaign,  the  microsite  will  be  introducing  three  main  characters  who 
will  be  fronting  the  campaign  throughout  the  12  months.  The  three  characters  –  The 
Jock,  The  Socialite  and  The  Gamer,  each  represent  a  different  aspect  of  gambling  that 
the  campaign  is  targeting.  The  Jock  represents  sports  betting,  The  Socialite  represents 
social gambling and The Gamer represents online gambling.  

49
  
Figure 7.1 
 
The  main  feature  of  the  microsite  is  a  mini-game,  where  users  will  be  able  to  calculate 
their  risk  of  problem  gambling  according  to the tabulation of their decisions made during 
the  game.  The  objective of the game is to raise awareness amongst users on the amount 
of  money  or  savings  used  for  gambling  activities  and  if  they  are  prone  to  becoming  a 
problem  gambler  based  on  their  gambling  behaviour  and  thus  take  action  to  counter 
their  gambling  habits.  The  microsite  will  also  feature  other elements to educate users on 
problem gambling and its repercussions, campaign updates and a social wall.  
 

50
  
Figure 7.2 
 

51
  
Figure 7.3 
 
To  promote  this  campaign and the microsite, regular social media content will be curated 
and  posted  onto  NCPG’s  Facebook  and  Instagram  page  to  gain  traction  with  the 
audience.  These  posts  will  be  centered  around  the  three  main  characters  of  our 
campaign  which  will  serve  as  reminders  to  the  audience  to  know  their  limits  when  they 
gamble and help drive traffic to the microsite.  
 
Outdoor Event: The Limit-Nator 
An outdoor event will be launched at the beginning of our campaign to raise awareness 
of NCPG’s “ #KnowYourLimits?” campaign. The campaign will be held the various tertiary 
institutions.  
 
The institutions are as follows:  
1. Ngee Ann Polytechnic 
2. Nanyang Polytechnic 
3. Singapore Polytechnic 
4. Temasek Polytechnic 
5. Republic Polytechnic 
6. National University of Singapore 
7. Nanyang Technology University 
8. Singapore University of Social Sciences 

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 9. Singapore Management University 
10. Singapore University of Design and Technology 
11. ITE College West 
12. ITE College East 
13. ITE College Central  
 
This offline activity will also seek to direct traffic to NCPG’s social media platforms 
through User Generated Content via social media posts. The event will mainly feature an 
interactive exhibit that will be brought to various tertiary institutions throughout the entire 
campaign period. The interactive exhibit will consist of a digital LED screen, a motion 
sensor and a built-in camera. The interactive exhibit starts off by enticing users to pay $1 
and they would stand a chance to win an Xbox One. Users would have to tap a card on 
the motion sensor, which acts as a card deduction sensor, to start the game. The screen 
would then display $1 being deducted from the card, and a metered bar where users are 
required to try their luck to reach the top of the meter with a press of a button on the 
exhibit. Each user has up to 3 tries. 
 

 
Figure 7.4 
 
After the third try, the exhibit will then prompt the user to pay $2 more to double their 
chances of winning the Xbox One. Following another 3 tries, the exhibit then switches to 
a screen which displays a ‘Did You Know’ gambling fact and a pledging option, where 
users are then required to take a photo through the build-in camera and upload it to their 
social media platforms with the hashtag #IKnowMyLimits through the interactive exhibit. 
‘The Limit-Nator’ is to stimulate the environment of being caught up in the game and the 
urge to not leave until the prize is won.  
 

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After the activity, users will be briefed by a volunteer about how gambling is similar to the 
interactive exhibit that they just attempted. It would be explained that just like the 
interactive exhibit, social gambling looks harmless but is able to instill a sense of 
excitement and thrill in individuals. As such, if one lacks self control, they will continue 
playing and that may escalate into problem gambling. The volunteer will then proceed to 
share facts about problem gambling such as “gambling will lead to financial hardship” 
and “a person will start to neglect other important areas of their life once they are 
addicted to gambling” (“The Characteristics of”).   
 
With that, the participants would be encouraged to take a stand against social gambling 
by taking a photo at the #KnowYourLimits? digital photo wall, and upload the picture on 
their social media pages, using the hashtag #KnowYourLimits? and tagging NCPG’s 
social media pages.  
 
To create hype and excitement towards the event, social media posts will be curated for 
NCPG’s Facebook and Instagram page. These posts will be centered around the three 
main characters of our campaign which will serve as reminders to the audience to know 
their limits when they gamble, as well as drive traffic to the microsite. 
 
 
Collaborations 
In  collaboration  with  TreePotatoes,  three  videos  will be produced following the stories of 
the campaign’s three main characters below.  
 
The  first  video  on  ‘The  Jock’  surrounds  the  life  Henry,  captain  of  the  school’s  football 
team.  A  true  jock  at  heart,  he  plays  football  5  times  a  week  and  spends  the  rest  of  his 
free  time  watching  football  matches.  While  hanging  out  with  his  teammates  one  day,  he 
is  introduced  to  a  bet  collector.  He  is  encouraged  by  his  teammates  and  is  intrigued  to 
see  if  his  favourite  soccer player would win the night’s match. Thus, he places a $100 bet 
with  the  bet  collector,  and  much  to  his  amazement,  wins  the  bet!  With  this  new-found 
confidence  in  betting  on  football  games,  Henry  begins  betting  in  larger  amounts,  first 
$500,  and  then  $1000.  But  his  beginner’s luck has worn out and he loses all his bets. He 
checks  his  bank  statement  and  is  shocked  to  see  how  much  it  has  depleted  from  his 
recent  gambling  activities.  He  would  have  to  forego  that  new  pair  of  football  cleats  he 
had  been  saving  up  for.  He  crushes  the  name  card  of  the  bet  collector  in  his  hand  and 
vows  to  never  gamble  again.  “Gambling  is  a  root  of  evil,”  he  says,  throwing  the  crushed 
card into the trash can. 
 

54
The  second  video  on  ‘The  Gamer’  shares  the  story  of  Zhi  Xiang,  a  Regional  Gaming 
Champion  with  a  big  heart  for  all  types  of  games  from  Big  2,  to  Mobile  Legends  and 
Cooking  Mama  on  his  8-year-old  sister’s  Nintendo  DS.  His  latest  addiction  includes 
online  poker  and  he  could  win  10  consecutive  games  on  a  good  day.  However,  he 
recently  received  his  debit  card  and  began  purchasing  credits  on  the  mobile  poker 
application  to  get  some  cheat  cards  for  the  game.  This  intensified  his  addiction  to  the 
game,  but  with  serious  repercussions.  He  would  stay  up  till  4am  playing  mobile  poker, 
and  would  even  be  caught  playing  the  game  in  class.  Soon, his bank account was out of 
money  after  his  frequent  game  credit  purchases,  and  he  began  borrowing  money  from 
his  peers,  just  so  he  could  gamble  it  on  his  game.  Desperate,  he  stole  money  from  his 
sister.  The  next  day,  he  finds  out that his sister had gotten into an accident while walking 
to  school  because  her  pocket  money  to  take the bus had gone missing. Guilt-ridden and 
ashamed  of  his  actions, he chances upon a NCPG advertisement on a kopitiam mug, and 
checks  out  the  website.  He  calls  the  hotline  and  says,  “Hello,  my  name  is  Zhi  Xiang.  I 
need help.” 
 
The  third  video  on  ‘The  Socialite’  shares  the  story  of  Melanie,  the  social  butterfly  of  her 
dance  team.  At  a  recent  Chinese  New  Year  gathering,  she  is  introduced  to  card  games 
like  Big  2  that  involve  social  gambling,  and  starts  placing  small  bets  when  playing  the 
card  games.  Soon,  she  gets  addicted  to  the  card games and forgoes family time to hang 
out  with  her  friends.  One  day,  her  older  sister  confronts  her  to  find  out what is going on. 
Aware  of  her  actions,  she  promises  to  quit  social  gambling.  It  is  a  black  hole  that  would 
swallow her if she continues to be immersed in it. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

55
 
7.2 #SoHuatForWhat 
 
#SoHuatForWhat  is  a  seasonal  campaign  that  will  be  taking  place  from  January  2019  to 
February  2019,  which  coincides  with  Chinese  New  Year.  During  Chinese  New  Year, 
people  partake  in  gambling  activities  such  as  Mahjong  and  Poker  Cards.  Thus,  this 
campaign  hopes  to  reinforce  how  one  should  be  mindful  of  their  spending  limits  when 
engaging in these gambling activities, and encourages followers against gambling.  
 
Social Media Posts 
Throughout  the  month  of  February,  there  will  be  Chinese  New  Year  themed  postings 
across  NCPG’s  Facebook  and  Instagram  pages to encourage followers against gambling 
and to be aware of their spending habits when engaging in social gambling activities.  
 
Collaborations 
In  collaboration  with  The  Smart  Local  (TSL),  a  one-off  video  for  the  series  “Word On The 
Street”  will  be  produced  with  a  TSL  personalities  conducting  interviews  with 
Singaporeans  on  the  streets  for  their  opinion  on  Chinese  New  Year  gambling  and  what 
are  some  of  their  own  gambling  habits  that  they  have  adopted.  The  objective  of  this 
video  is to raise awareness of bad gambling habits that have been overlooked due to the 
festivity of the holiday. 
 
In  addition,  we  will  have  social  media  influencers  react  to  the  video  on  their  Instagram 
through  a  post  or  Instagram  Stories,  increasing  traffic  to  NCPG’s  YouTube  channel  and 
overall video reach. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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7.3 #TakeAYellowCard 
 
#TakeAYellowCard  is  a  seasonal  campaign  that  will  be  taking  place  from  May  2018  to 
July  2018,  in  line  with  FIFA  World  Cup,  when  soccer  bettings  usually  occur.  The  “yellow 
card”  was  chosen  since  it  is  a  popular  soccer  term  which  denotes  that  a  warning  has 
been  dealt  to  a  player.  Likewise,  this  tactic  seeks  to  encourage  audiences  against 
sports-related  gambling  and  that  they  should  give  gambling  a  ‘penalty’  through  the 
yellow card. 
 
Pledge and User Generated Content 
An  official  #TakeAYellowCard  pledge  post  will  first  be  posted  onto  NCPG’s  Facebook 
and  Instagram  accounts  to  encourage  audiences  to  pledge  along  with  NCPG.  To 
participate  in  the  pledge,  audiences  can  upload  a  photo  of  themselves  wearing  yellow 
with  the  pledge  hashtag  in  the  caption  onto  their  own  social  media  accounts.  This  is  a 
form  of  User  Generated  Content.  By  doing  so,  this  will  increase  traffic  to  NCPG’s  social 
media pages, and will encourage more people to pledge along. 
 
Social Media Posts 
Throughout  May  2018  to  July  2018,  there  will  be soccer-themed postings across NCPG’s 
Facebook  and  Instagram  pages  to  encourage  followers  against  gambling  and  to  take 
part in the #TakeAYellowCard pledge. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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7.4 Lull Period  
 
During  the  the  #KnowYourLimits  campaign, there will be lull periods of pure social media 
postings  during  April  2018  and  March  2019.  There  will be frequent social media postings 
related  to  the  idea  of  #KnowYourLimits.  These  posts  would  come  in  the  form  of 
informational  and  educational  content  about  problem  gambling  and  NCPG  as  an 
organisation, as seen in the standard content buckets. 
 
Contests  will  also  be  held  consistently  to  increase  engagement  as  it  encourages  the 
audience  to  post  comments  and  drive  User  Generated  Content  with  hashtags  such  as 
#KnowYourLimits on social media platforms. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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8.0 Success Tracking 
 
8.1 Success Metrics 
 
The success of the campaign will be measured through digital and physical metrics. 
Success rates will be measured digitally through the increase in followers, post 
engagement rate and feedback from audiences and online pledging. The success rate of 
our #KnowYourLimits? campaign will also be measured through number of participants in 
our guerilla marketing activity. 
 
Increase in Followers 
An increase in the number of followers on NCPG’s social media platforms would mean a 
larger audience pool for NCPG to tap on and raise awareness of the organisation’s future 
campaign messages, activities and announcements.  
 
Post Engagement Rate 
Post Engagement Rate measures the brand’s effectiveness at engaging their audience. 
This is measured via the number of likes, comments and shares a post achieves. 
 
Feedback from Audiences 
An online survey would be conducted to gain insights on the success of NCPG’s 
campaign. This would aid NCPG in improving their future campaigns and events. 
 
Online Pledging 
The number of online pledges would serve as the main form of measurement for the 
success rate of #KnowYourLimits? . The number would show if we have achieve our 
main goal in raising awareness of the importance of knowing their limits when engaging 
in gambling activities which would lead to the formation of a community of individuals 
pledging against problem gambling.  
 
 
 
 
 
 
 
 
 

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8.2 Recommended Measurement Tools 
 
8.2.1 Social Media Monitoring 
 
Social media monitoring would be effective for NCPG to better evaluate the effectiveness 
of their social media efforts in terms of engagement levels and what kind of content best 
resonates with their selected target audience.  
 
Facebook Analytics & Page Insights 
NCPG could leverage on Facebook Analytics’ tools which consists of demographic 
information and audience insights to help NCPG understand their audience and analyze 
their behaviour. It also provides an overview of NCPG’s Facebook Page performance in 
terms of page likes, post reach, page visits and engagement rates. NCPC will also be 
able to analyse when their audience is online and the successes of different post types. 
 
LikeAlyzer 
NCPG can leverage on LikeAlyzer, a free online tool, to track information such as their 
engagement rate on their own Facebook page and their competitors’. LikeAlyzer is also 
easy to use as only their Facebook Page link is needed for a report to be processed. 
 
Google Analytics 
Google Analytics can be utilised to measure and track the quality of online campaigns 
through traffic views. This would be essential in determining if our social media 
objectives have been achieved as well as measuring the traffic directed at our microsite. 
 
Hashtag Monitoring 
NCPG can also measure the amount of traction that each hashtag has on Instagram. The 
number of posts with the hashtag can be easily monitored with a quick search through 
Instagram’s search function. 
 
Simply Measured 
Simply Measured measures the engagement rate, average likes and follower count on 
NCPG’s Instagram Page. NCPG will also be able to find out how each Instagram post is 
fairing in terms of likes, engagement and reach.  
 
 
 
 

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8.2.2 Online Surveys 
 
Surveys can be utilised to track and receive feedback for NCPG’s campaigns, social 
media platforms and the organisation as a whole. This would be able to provide NCPG 
with essential insights to aid them in future events and campaigns. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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 8.2.3 Individual Social Media Platform Benchmarking 
 
Facebook 
As of Jan 2017, NCPG’s Facebook Page has 835 likes. With the implementation of this 
social media campaign, we aim to increase NCPG’s number of page likes to 2000 likes, 
resulting in a 140% increase in total. NCPG also has a current post engagement rate of 
21% which we aim to increase to 25%.  
 
Instagram 
With NCPG launching an Instagram page in conjunction with #KnowYourLimits, we aim to 
achieve 2000 followers and a post engagement rate of 5% for every 1000 followers. An 
Instagram page would also put NCPG one step ahead of its competitors as only one out 
of three competitors (THK) has an Instagram page with only 406 followers.  
 
YouTube 
NCPG’s YouTube channel currently has 940 subscribers and 6,368,189 views. This 
campaign aims to increase NCPG’s number of followers to 1,500 subscribers and total 
average video views to 10,000,000 views, resulting in a 59.6% and 57.0% increase 
respectively. This is benchmarked against THK which has 18 videos and 28 subscribers. 
 
Microsite 
For NCPG’s microsite, we aim to achieve a total of 5000 page visits. The microsite will 
be running throughout the 12 months along with the consistent publicity across NCPG’s 
social media platforms. Thus able to direct traffic to the microsite.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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9.0 Campaign Budget 
 
Items  Cost  

#KnowYourLimits Microsite   $1,000 

Facebook Boosted Posts (30)  $1,000 

Instagram Sponsored Posts (30)  $1,000 

SEO Package  $12,000 

YouTube Ads   $1,000 

Partnership with The Smart Local (Word  $5,000 

On the Street video content) 

Partnership with TreePotatoes (Web  $6,000 

Series) 

Coffee Sleeves  $3000 

Paid Influencer Posts (14)  $5,600 

Contest Prizes   $2,000 

Interactive Exhibit  $20,000 

Publicity Materials  $5,000 

Total   $62,600 
 
 
 
 
 
 
 
 
 
 
 
 
 

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10.0 Implementation Timeline 
 

 
Figure 10.1 ​Word Count: 9804 

64
11.0 Appendix 
 
11.1 Editorial Calendar for Campaign Period 
 

 
 

65
11.2 Ideas Worksheet1 
 
Facebook  Instagram  YouTube 

Announcements:   Announcements:   
   
Eg.  Eg. 
Merry Christmas  Merry Christmas 
Happy Deepavali  Happy Deepavali 
Event details   Event details  

NCPG Inspires:  NCPG Inspires:   

   
Eg.   Eg.  
Testimonials of ex-problem  Testimonials of ex-problem 
gamblers  gamblers 
Inspirational quotes   Inspirational quotes  

Contests:  Contests:   
   
Eg.  Eg. 
Happy Father’s Day! Post a  Happy Father’s Day! Post a 
photo of your family, and  photo of your family, and 
let us know what your ideal  let us know what your ideal 
family day would be like!  family day would be like! 
(Win USS passes)  (Win USS passes) 

What Matters More:  What Matters More:   

   
Eg.   Eg.  
What are you doing this  What are you doing this 
Sunny Sunday? Remember  Sunny Sunday? Remember 
to take a breather and have  to take a breather and have 
dinner with your family.   dinner with your family.  

Who is NCPG?:  Who is NCPG?:   

   
Eg.   Eg.  
Established in August  Established in August 
2005, NCPG is comprised  2005, NCPG is comprised 
of 15 dedicated members  of 15 dedicated members 
with expertise in psychiatry,  with expertise in psychiatry, 
counselling and legal  counselling and legal 

1
Refer to pages 37 to 44 for mock-ups of the ideas under the relevant content buckets.
66
 services, among others.   services, among others.  

#SoHuatForWhat  #SoHuatForWhat  #SoHuatForWhat 

     
Eg.   Eg.   Eg.  
Be generous with your  Be generous with your  Be generous with your 
calories, but not gambling.  calories, but not gambling.  calories, but not gambling. 
Do something different this  Do something different this  Do something different this 
Chinese New Year!  Chinese New Year!  Chinese New Year! 
 

#TakeAYellowCard  #TakeAYellowCard   
   
Eg. Enjoy the sport, not the  Eg. Enjoy the sport, not the 
betting! Take the  betting! Take the 
#TakeAYellowCard pledge  #TakeAYellowCard pledge 
and say no to gambling!  and say no to gambling! 
 
 
   

67
11.3 Digital Advertising Calendar 
 

 
 
   
68
  
11.4 Monthly Social Media Content Calendar 
 

69
  
 
 

70
11.5 Survey Findings 

71
  

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74
  

75
  

76
  

77
  

78
  

79
  

 
 
 
 
 
 
 
 
 
 

80
12.0 Works Cited 
 
Aynsley, Michael, and Dara Fontein. “The Best Time to Post on Facebook, Twitter and 

Instagram.” ​Hootsuite​, 21 Nov. 2016, 

www.blog.hootsuite.com/best-time-to-post-on-facebook-twitter-instagram​. 

Accessed 15 Dec. 2017.  

Gielen, Matt. “Want To Know The Best Days And Times To Post YouTube Videos? Here's 

A Yearly Calendar.” ​Tubefilter​, 12 Jan. 2015, 

www.tubefilter.com/2015/01/12/best-days-times-to-post-youtube-videos-yearly-cal

endar​. Accessed 20 Dec. 2017. 

Keogh, Frank, and Gary Rose. “Football betting - the global gambling industry worth 

billions.” ​British Broadcasting Corporation​, 3 Oct. 2013, 

www.bbc.com/sport/football/24354124​. Accessed 8 Jan. 2018.  

Kotwani, Monica and Lianne Chia. “Government exempts Singapore Pools, Turf Club 

from online gambling ban.” ​Channel NewsAsia​, 29 Sep. 2016, 

www.channelnewsasia.com/news/singapore/government-exempts-singapore-pool

s-turf-club-from-online-gamblin-7821326​. Accessed 8 Jan. 2018. 

Millwood, Aimee. “Instagram Advertising in 2018: What You Need to Know.” ​Yotpo​, 

www.yotpo.com/blog/advertise-on-instagram​. Accessed 12 Jan. 2018.  

“Overview of National Council on Problem Gambling - Singapore.” ​Meltwater - Likealyzer​, 

www.likealyzer.com/report/ncpg.singapore​. Accessed 10 Dec. 2017.  

81
Poh, Joanne. “Online Betting in Singapore: What Is Legal and What Isn’t?” 

MoneySmartSg​, 

www.blog.moneysmart.sg/entertainment/online-betting-singapore-legal-isnt/​. 

Accessed 8 Jan. 2018. 

Sorokina, Olsy. “What Are Facebook Boost Posts And How They Can Help Your 

Business.” ​Hootsuite​, 24 Oct. 2014, 

www.​blog.hootsuite.com/how-does-facebook-boost-posts-work​. Accessed 22 

Dec. 2017. 

“The Characteristics of Problem Gambling.” ​Addiction Helper​, 

www.addictionhelper.com/gambling/characteristics-problem-gambling​. Accessed 

18 Jan. 2018.  

We Are Social Singapore. “Digital in 2017: Southeast Asia.” ​LinkedIn SlideShare​, 26 Jan. 

2017, ​www.slideshare.net/wearesocialsg/digital-in-2017-southeast-asia​. Accessed 

13 Dec. 2017.  

 
 
 
 
 

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