Here: See how our CPF Campaign Impressed The Judges of Marketing Excellence Awards 2022. 5 Brand Campaigns in SG That Broke Through The Content Marketing Clutter Read more.

How our CPF campaign impressed the judges of Marketing Excellence Awards 2022

We're proud to announce that our campaign #YouGrillWeSpill: Honest Talks with CPF has dazzled esteemed client-side marketers with our out-of-the-box content marketing idea, clinching multiple awards and was featured as one of the top five brands for Marketing Excellence Awards 2022.

#YouGillWeSpill: Honest Talks with CPF

The Central Provident Fund Board (CPF) is on a mission to enable Singaporeans to save for a secure retirement through lifelong income, healthcare financing and home financing. It launched its #YouGrillWeSpill: Honest Talks with CPF campaign to spark conversations among young Singaporeans about retirement. The campaign welcomed questions from young adults about achieving lifelong goals with the promise of open and honest answers. At the same time, it raised awareness about how CPF can help them in their retirement journey.

Having the aim to challenge assumptions, address queries, and honestly answer young people’s concerns through influencers allowed CPF to reach outside its usual audience base. The use of influencers disarmed audiences and helped them to relate, while experts were on hand to educate and guide them on their questions.

The core of the campaign was to be bold enough to take on criticism and not shy away from detractors or difficult questions, to connect with young Singaporeans and create authentic two-way relationships.

The message, "You GRILL and we SPILL", was accompanied by visual elements of a BBQ throughout the campaign to once again disarm the audience and create a sense of familiarity and lightheartedness for what is typically a very serious subject.

The campaign was launched in three phases: you grill, we spill and we continue. For the "you grill" phase, TikTok creators and Instagram influencers gathered questions via their channels and sparked conversations in different content formats that are highly relatable to their target audience. 

For "you spill", CPF paired influencers with its experts and Minister for Manpower Dr Tan See Leng to answer questions from young Singaporeans about achieving their life goals, while educating them on the benefits of CPF. Meanwhile, "we continue" expanded on those questions and answers from grill and spill to develop a series of explainer videos and content pieces by the CPF team to sustain members' interests.

A total of seven TikTok creators, three Instagram influencers and two content partners were engaged to share their dream retirement, passion, life goals, and the role that CPF plays in those plans. Gathering a reach of over 8.9 million across CPF’s channels on Facebook and Instagram and influencers' platforms on TikTok and Instagram, the video also received over 10 million views across its platforms and more than 300k interactions including likes, comments and shares.

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Marketing Excellence Awards 2022

GOLD: Excellence in Influencers / KOLs

MARKies 2022

GOLD: Most Creative – Social Media

GOLD: Most Creative – Influencers / KOLs

SILVER: Most Creative – Content Marketing