Case study: NTUC’s membership Labour of Love campaign

Context

The National Trades Union Congress’ (NTUC) objectives are to help Singapore stay competitive and workers remain employable for life; to enhance the social status and wellbeing of workers; and to build a strong, responsible and caring labour movement. NTUC’s vision is to be an inclusive labour movement for all collars, ages and nationalities.

One of the challenges NTUC faces is the engagement of the PMETs (professionals, managers, executives and technicians) in the workforce. PMETs are socially savvy and are likely to own a smartphone, but at the same time, their attention span is short. It’s therefore important NTUC appeals to the PMETs on an emotional level before engaging them with brand messaging.

Strategy/execution

With support from its digital partner, Techsailor, NTUC conducted the “Labour of Love” campaign for two months in the middle of last year in celebration of every job, every worker and every member. The campaign extended this appreciation by giving a free coffee to everyone who connected with NTUC via the “Labour of Love” Facebook mobile campaign application. To drive word-of-mouth adoption, the campaign encouraged users to share a coffee with their friends via a social invitation on the application. Users redeemed their coffees at participating Wang Cafe outlets on Wednesdays during the campaign period. They were also requested to scan a QR code to record the redemption.

Results

Performance of the campaign was measured by the reach it achieved. Below are the key metrics identified by Techsailor to best represent the reach and the accompanying results:

• Visitors to the campaign: 66,874 (88% reached via mobile devices).
• Registered campaign participants: 12,804 (19.1% of the visitors).
• Number of coffees shared by users: 130,215.
• Number of coffees redeemed: 24,111.
• Increase in Likes on NTUC’s membership Facebook page: 13,837 (increase from 67,218 to 81,055 Likes).

In addition to the above, this campaign connected with audiences on an emotional level, deriving earned media through users’ expressions of their pleasure or appreciation on their coffee redemption. Some of these experiences were captured and shared on NTUC’s Facebook page by the users themselves. It’s noteworthy that 88% of the users accessed the campaign on their mobile devices, which reflected the campaign was successful in engaging with today’s social and mobile-first workforce.