National Library Singapore x National Archives Singapore: History in our 'Hood

With the objective to increase followers and engagements for NLS and NAS FB accounts, the strategy was to drive talkback through increased interaction, which will eventually gain organic visibility.

Driving the insight that Singaporeans got back into rediscovering Singapore during the lock down period when traveling out is not an option, this social media campaign aims to give Singaporeans a reason to go to the NLS or NAS and dig deeper into a metaphorical treasure hunt and discover knowledge and history hidden in their neighbourhoods. It encourages Singaporeans to act on their curiosity and be richly rewarded with the treasure of insight and perspective, enabled by the extensive resources of the library and archival services. The social media posts suggest a corner of Singapore that is teeming with stories waiting to be discovered. These stories are multi-faceted and are ever-present in Singapore’s everyday places, sights, tastes and sounds. Strategically paired with an on-ground activation in partnership with Encik Tan, old school hawker prices were up for grabs in nearby neighbourhood chains anchored by an interesting historical trivia shared through geo-targeted paid posts. Followers are then encouraged to find discount codes on the social posts for them to avail limited discounts for specific food items.