The #InspireGoodSG campaign is a social initiative that would help Maybank build meaningful connections with the Singaporeans and to inspire the community to proactively do good.
To drive and track this movement, we needed to anchor it on something that would inspire people to join and get them to share their stories online. From there, the #InspireGoodSG movement was born.
What I did
Illustration
Key Visual
Campaign Strategy
Social Media
Branding
Illustration
Insights That Shaped
Our Objectives
The #InspireGoodSG campaign was informed by insights from the Brand Finance study, which showed that increasing awareness of Maybank’s Brand Purpose, "Humanising Financial Services" would drive Brand Consideration. With only 4.8% of Singaporeans aware of Maybank and open to banking with them, the goal was to foster deeper connections through purpose-driven actions.
Objectives
Increase Brand Consideration from 4.8% to 6%.
Raise awareness of Maybank’s Brand Purpose and its community impact.
Inspire and reward acts of kindness to foster positivity.
Maximize organic reach and engagement through social media.
We seek to recognise and reward these good deeds through the #InspireGoodSG card.
In addition to social initiatives, I created a range of social media posts aimed at strengtheningv Maybank’s brand presence and increasing visibility among key demographics. The objective was to build trust, showcase services, and highlight Maybank's role as a reliable financial partner.
The #InspireGoodSG campaign successfully brought Maybank's Brand Purpose of "Humanising Financial Services" to life, resonating deeply with the Singapore public. By creating a meaningful, action-oriented initiative, the campaign inspired the community to embrace and participate in acts of kindness, fostering a culture of gratitude and positivity.
Impact in Figures
Social media reach
Video impressions
PR value (12x ROI on media spend)
Participants joined the movement
Funds raised for charities
