SATA CommHealth, a charity and social enterprise dedicated to lifelong health, faced the challenge of losing touch with its audience and underutilizing social media. We developed a comprehensive social media strategy that positioned SATA CommHealth as a key partner in advocating for health betterment at the grassroots level. By improving awareness, educating Singaporeans on preventive health, and driving appointment bookings and donations, our soft approach resonated with the target audience. The results achieved in just six months surpassed expectations, with increased engagement, outbound link clicks, and website appointment bookings.
Background
SATA CommHealth had been providing preventive and primary care services since 1947, but they realized they were losing touch with their audience and needed to leverage social media to achieve their goals. Prior communications were limited to print ads promoting health screening packages.
What We Did
We devised a social media strategy to amplify SATA CommHealth’s core mission and drive engagement:
Educational Approach: Content on social media covers a wide range of common health topics relevant to Singaporeans to broach the subject of personal health. This included how-to guides, in-depth videos, and short features of SATA CommHealth’s staff and beneficiaries, highlighting their unique stories and challenges.
Expanded Media Outreach: Ambrosia ensured the content reached the right target audience, maximizing results. Digestible videos were used to improve receptiveness to learning, enhancing engagement and message retention.
The Results
Ambrosia’s social media strategy delivered exceptional results for SATA CommHealth within just six months:
Engagement Rate: The engagement rate reached an impressive 2.01%, surpassing the KPI and indicating increased interaction and interest from the target audience.
Outbound Link Clicks: The content drove 7,663 outbound link clicks, exceeding the KPI by 41%. This showcased the effectiveness of the strategy in driving traffic to desired destinations and engaging users with relevant information.
Website Appointment Bookings: The campaign successfully drove 1,731 website appointment bookings, surpassing the KPI by 57%. This demonstrated the impact of the strategy in converting social media engagement into tangible actions and appointments.