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.

Talking it out with CPF

Talking it out
with CPF
Client : CPF  /  Type : Social Media Strategy, Influencer Campaign, TikTok, Brand Engagement,

Influencers and minister in a panel discussion answering questions from real Singaporeans on CPF YouGrillWeSpill

The Challenge

Having a meaningful conversation with young Singaporeans about CPF

Retirement is probably the least cool thing young people want to talk about (yawn!). But with youth on their side, it’s more important than ever for them to start retirement planning.

CPF is out of most young people’s radar, and those who are in the loop may be unsure about the many complex schemes — and consequently their futures. Without an outlet to channel their uncertainties and questions, they may be left feeling unheard.

This is why we decided to facilitate two-way conversations between youths and CPF Board, where they can grill CPF on their burning questions and receive not only helpful, but honest answers.


An invitation to young adults to put CPF in the hot seat

Why can I see my CPF but I can’t touch? Why does the Retirement Sum keep increasing? Why does CPF even exist?! We called for young Singaporeans to ask CPF Board their burning CPF questions via Facebook and Instagram posts, and they sure brought the heat.

Anchoring our campaign #YouGrillWeSpill: Honest Talks with CPF was a panel discussion video with Minister for Manpower, Dr Tan See Leng. Over a BBQ setting hosted by relatable finance and lifestyle KOLs (key opinion leaders), Dr Tan answered questions submitted by the public (yes, even the controversial ones!), and the KOLs themselves.

To turn up the heat even further, questions were also answered live, in the first-ever TikTok Live Stream panel discussion. A CPF expert and KOLs chatted about finance and retirement while answering questions submitted in real-time by viewers at home.

In a time where authenticity and honest conversations are craved, #YouGrillWeSpill helped young people see CPF Board and retirement planning in a whole new light.

This campaign was also featured on TikTok’s website.

Minister Answers Burning Questions
TikTok Live Stream


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

8.1+ million
video views

unique viewers on TikTok Live Stream

questions gathered

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