Who would have thought that the government was concerned about how much sleep and rest we have been getting?
In January 2020, Singapore’s Health Promotion Board (@hpbsg) harnessed the power of influencers to reach out to late-night phone scrollers and encourage sufficient rest.
For better immersion, HPB shared a Spotify playlist for better sleep as well!
The campaign included social media ads that ran at late hours to remind users of the need to rest as well as a giveaway for users who posted their own yawning videos.
For better outreach to the targeted audience, HPB launched a set of telegram stickers and the influencer posts encouraged their followers to download the set of stickers through their customized links.
Youtuber Randy Toh (@randyys) had his own download link at go.gov.sg/randy while blogger Rachell Tan (@pxdkitty)’s link was customized to be go.gov.sg/rachelltan; The personalized links could potentially allow tracking of each influencer’s followers download rate and better assess their individual reach.