C A S E S T U D Y
A virtual parenting festival that successfully connected brands with over 160,000 parents and parents-to-be through a series of webinars and contests.
Display Ads
Articles
Webinars
Contests
Social Media
VIP Parents
In-App Push Notifications
T H E S T O R Y
An annual parenting event
The Singapore Parenting Festival (SPF) is an annual parenting event in collaboration with Mediacorp. The SPF is made to become a one-stop resource for parents’ journeys. During the festival, complimentary expert-led webinars, contests, and grand sales are held on theAsianparent’s various platforms.
T H E G O A L
The goal of the Singapore Parenting Festival is to connect various brands with target audiences through a series of meaningful discussions.
O U R S O L U T I O N
Bringing parents together
Meaningful discussions and engagements were received through the use of the following solutions: 1) Content (Articles), 2) Social Media Contests, and 3) Webinars.
In order to reach the audiences and encourage them to engage with the events, the following channels were leveraged: 1) Display Ads, 2) Social Media Posts and Stories, 3) In-App Push Notifications, 4) Electronic Direct Mails (EDMs), and 5) Newsletters.
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In the duration of the festival, various media were posted by theAsianparent team in all our channels in order to promote the festival events. These posts were then shared by our solid community of Singaporean parents, which vastly increased the reach of our campaign materials.
T H E R E S U L T S
Over the course of three exciting weeks, we reached out to over 160,000 parents and parents-to-be in Singapore. We garnered approximately 3x more webinars registrations compare to similar events done earlier.
The average time spent per webinar was 46 min which is 15-30% higher compared to other webinars. Our much anticipated webinars received over 4,600 webinar sign-ups and garnered a total of more than 2,600 live views during the week of 18th to 22nd May 2021. With extremely relevant and engaging content, our webinars appealed to the parents and parents-to-be in Singapore—with an average time of 46 minutes spent per attendee on each webinar.
The 2 contests during the festival garnered average 100+ participation and 600 votes in a period of 1 week. We also surpassed our revenue goal!