#LEARNYOURDIALECT

CAMPAIGN
PLAN
Carrie Woo Jialin (2203611)
Foo Xin Fang Rachel (2201486)
Shona Lee Woon Yee (2202025)
Tan Jie Ling Caitlin Elizabeth (2202714)
Wee Le Yi (2202694)
Willie Tan Wan Ting (2202581)
TABLE OF CONTENTS

01 02 03
Background Goals and Strategies and Key
Research Objectives Messages

04 05 06
Tactics Logistics Evaluation Plan
 01
BACKGROUND
RESEARCH
 ABOUT CHINESE DIALECTS IN SINGAPORE

● Chinese dialects in Singapore is facing extinction.

○ Singapore’s rapidly ageing population
○ Majority of dialect speakers are the elderly.
● Singapore’s Policies against Chinese Dialects
○ The Republic of Singapore Independence Act
(1965)
○ Infocomm Media Development Authority (IMDA)
● Government Initiatives
○ Speak More Mandarin, Speak Less Dialects (1979)
○ Please Speak Mandarin. Your Children’s Future Is in
Your Hands (1984)
○ Speak Mandarin, Create New Horizon (1996)
○ Chinese Language? Who’s Afraid of Who (2009)
WHY CHINESE DIALECTS?

PRESERVE CULTURE
ANCESTRY & HERITAGE

CONNECT WITH GRANDPARENTS

CAREER OPPORTUNITIES

LINGUISTIC PHENOMENON

YOUTHS ARE INTERESTED!

 SWOT ANALYSIS

Strengths Weaknesses Opportunities Threats

Extensive network of One-way static Leverage on digital Other firms promoting
16,000 DDPs with wide communication communication use of DDPs in
audience visibility methods to increase Singapore
Restricted to a single interest in the dialect
Captive audience channel and location campaign. Many people developed
banner blindness,
Geo-demographic and Short time frame to DDPs overcome where they glaze over
behavioural targeting capture attention ad-blockers and advertisements.
reaches a wider
audience Acts of vandalism
 KEY PUBLICS
Target audience

Chinese Youths Healthcare Workers Chinese Elderly

● Gen Zs ● Secondary audience ● Motivating factor for
● Primary users of social ● Vital for daily Chinese youths to
media interactions with learn dialects
● Survey revealed 45% elderly as the ● Family connections
not proficient in dialect majority of them cited by 81% as a
speak dialects motivation for
● They are interested in
● Aims to enhance learning
learning for family
bonds and cultural communication and
preservation offer career
opportunities for
● Interested to learn
youths in healthcare
dialects
02
GOALS &
OBJECTIVES
 Goals & Objectives

Goal
To connect the Chinese community with their cultural roots.

Objectives
1. Increase Chinese youth’s motivation to learn their ancestral dialect.

2. Educate the target audience to speak their ancestral dialect.

03
STRATEGIES
AND KEY
MESSAGES
 Key Message
“From Tradition to Profession,
#LearnYourDialect”

DPPs
● Widespread in different
locations, with 16,000 digital
panels across Singapore
● Dynamic and interactive
content with eye-catching
graphics
● Increase in attention from
Chinese youths
Strategies
Social Media
Posting short-form content across
Instagram (Post, Reel & Story) and
TikTok
● 99% of youths aged 16 to 24 are
active on social media.
● Youths prefer visually stimulating
and interactive content, with
high usage patterns on social
media platforms
Community
Application
Centralised platform to
disseminate information, share
practical resources, and form a
community.
It’s also easily accessible in
mobile devices and 100% of
youths aged 15-24 years old
owns a mobile device in 2020

● 70% of young individuals actively

share short-form content
04
TACTICS
 DDPs

● Evoke emotional
connections
● Highlight practical
advantages of learning
dialect
● Learn dialect phrase
● QR Code linking to
Instagram
● Bright colours (Target
Media’s brand colours)
 Social Media
Instagram Influencer Content

Staffan Stewart Nightingales of Singapore

(@staffanstewart) (@sgnightingales)
● Nurse/Healthcare influencer ● IG account for nurses of Singapore
● 11.6k followers ● 17.5k followers
● Engagement rate: 2.14% ● Engagement rate: 4.67%
 Social Media
Instagram Posts

Introduction of the campaign Phrase of the day

● Why was this campaign developed? ● Phrase
● Pronunciation of the phrase in dialect
● Dialect Type
Social Media
Instagram Reels
Testimonials from
Healthcare professionals

● Shares the benefits of learning and speaking

dialect in a professional setting
● Relevant Industry: Healthcare
● Leverages on Logos (logic)
● Highlights how being proficient in dialect helps
her connect with her patients better
● Provides a consistent source of inspiration and
motivation to embrace their linguistic diversity
Social Media
Instagram Story

Quiz Recap

● Posted every Sunday

● Consistent exposure
● Associate and reinforce the use of
common phrases in dialect
● Improves retention and proficiency
over time
 Social Media
Tik Tok Influencer Content

Ong Yi Ting
(@yitinggoyt)

● Mid-tier influencer: 87.4k

● High Impressions & Engagement
● Content Type: Hokkien-centric
○ Short skits
○ Conversational phrases
 Social Media
Tik Tok Influencer Content

Ashley & Austin Soon

(@chinese_hackers)
● Mid-tier influencers: 130.1k
● High Impressions & Engagement
● Content Type: Quizzes youths on the
street
○ Chinese & Dialect
○ Pop culture
● Dialect speaking
● Authentic & relatable connection
with followers
 COMMUNITY PORTAL APP

● Explore a variety of
events in Singapore
● All-in-one app for
related to dialects
youths interested in
learning dialects
● Able to practice what
they learnt
● Bite-sized information
● Forum to facilitate
● Different levels of
conversations and
difficulty based on
build a community
level of proficiency
● Makes learning more
fun and different
COMMUNITY PORTAL APP

● Incentives to use the ● Allows for customised

apps learning experience
by choosing preferred
● Fun and interesting language(s)
names and tasks to
keep users interested ● Connect with friends
and family to learn
together
05
LOGISTICS
 SCHEDULE & BUDGET
● 4-month campaign: November to February Instagram
● Leads up to Christmas and CNY
● Each phase last for ~3 weeks.
● At the end of every phase, there will be 6 days for Evaluation and Community Portal
Monitoring. App
Budget across 4 channels:

● A significant portion is allocated to social media marketing TikTok, DDPs, App

● Target Chinese youths online to maximise outreach and
engagement

In-house Expenses Outsource Expenses Estimated Total

$44,696 $25,550 $70,246

 FULL DETAILED
CAMPAIGN SCHEDULE
Instagram: 4 posts/week, monthly influencer collaboration, posted boosted x3
TikTok: 3 posts/week, monthly influencer collaboration, post boosted for 7 days
DDPs: 4 posts/week on Weekdays
App: 2 quizzes/week, announcement/week on Sunday
 FULL
BUDGET DETAILS
06
EVALUATION
PLAN
 EVALUATION PLAN
WHAT WHEN HOW
● Measure of Production: ● 4 evaluation phases ● Pre- and
Shares, reposts, Post-campaign survey
● 6 days towards the end
hashtags
of each promotional During evaluation phases:
● Reach, engagement, phase
● Track engagement by
and conversion KPIs
using metrics
● Sentiment analysis
● Quizzes on Instagram
● Audience Awareness Stories
● Changes in attitude and
motivation in learning
dialects
● App downloads
 Thank
You!
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