Non-Profit SMM Case Study | Social Media Marketing Singapore

Caritas Singapore faced low public awareness and struggled to build relatability with its communities. As an umbrella body that uplifts member organisations rather than serving beneficiaries directly, it carried an inherent positioning challenge. That made it harder to compete for attention and to carve out a distinct identity in a crowded charity and social services space.

The objectives were clear:

• Increase organisation awareness through branded content on its social profiles.
• Increase engagement and follower growth by giving audiences content worth interacting with.

Our social media ads services combined a consistent brand identity with targeted paid campaigns and active community management to strengthen awareness, increase engagement, and build a more connected online community.

• Maintained a consistent brand identity. Every creative followed a unified visual style, making the organisation instantly recognisable across social platforms while reinforcing credibility and trust.
• Expanded reach with paid social campaigns. We launched reach and traffic campaigns to introduce Caritas to new audiences, using precise targeting to drive qualified traffic and increase brand awareness beyond existing followers.
• Created engaging, story-driven content. Rather than relying on static announcements, we developed a more diverse content mix centred on authentic storytelling and relatable experiences that encouraged audiences to connect with the brand.
• Delivered proactive community management. We actively monitored the page, responded to comments and messages, and engaged with followers to create a more approachable and responsive brand presence.
• Boosted participation through interactive campaigns. Contests and giveaways with clear calls to action encouraged user participation, increased page follows, and strengthened community engagement.
• Optimised engagement with paid promotion. We supported top-performing content with engagement campaigns to increase profile visits, extend content reach, and maximise overall interaction.

Results

Across the three-month campaign window, paid and organic activity drove a step change in visibility and interaction.

On the paid and overall side, impressions reached 2,575,600, a rise of over 13,000%. Engagement climbed to 103,089, and post clicks reached 63,370. On the organic side, impressions reached 2,300,933, organic engagements grew 68% to 592, and post clicks grew 37.5% to 44.

By the end of the year, audience growth was steady and healthy. Facebook fans reached 7,014 (up 5%), Instagram followers reached 1,250 (up 5%), and LinkedIn followers reached 1,000, a 50% increase that was the strongest gain of the three platforms.