InspireGood SG

InspireGood SG

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.

Good deeds shouldn't
go unnoticed.

Good deeds shouldn't
go unnoticed.

We seek to recognise and reward these good deeds through the #InspireGoodSG card.

Social Media Brand
Awareness Campaign

Social Media Brand
Awareness Campaign

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.

Awards Video

Awards Video

Outcomes and Insights

Outcomes and Insights

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

241K

241K

Social media reach

2M+

2M+

Video impressions

S$759K

S$759K

PR value (12x ROI on media spend)

2.6K+

2.6K+

Participants joined the movement

3

3

Funds raised for charities

Copyright © 2024 Philippe Gabriel Hernandez. All rights reserved.

Copyright © 2024 Philippe Gabriel Hernandez.

All rights reserved.

Copyright © 2024 Philippe Gabriel Hernandez. All rights reserved.