MoneySense strengthens digital playbook with new social media partner

MoneySense, Singapore’s national financial education programme under the Monetary Authority of Singapore (MAS) has appointed The Smart Local's Social Makers as its partner to manage its social media strategy, content production, and account management. The contract is for three years. 

The move comes as the programme aims to expand its reach, engage audiences more effectively, and maintain a consistent online presence. 

As the appointed partner, Social Makers will be responsible for developing an “always-on” social media strategy tailored to MoneySense’s audiences. This includes proposals for campaigns, content collaborations, platform mix, tone of voice, content pillars with creative examples, publishing strategies, and approaches to grow followers and engagement, according to tender documents seen by MARKETING-INTERACTIVE.

Updates to MoneySense’s social media playbook, including rules of engagement, are also part of the remit.

Don't miss: Digital and social media accounts up for grabs across SG govt boards

Content production forms a key part of the role. Social Makers will propose monthly content plans and produce all assets including copy, design, and multimedia, ideally four weeks in advance. Formats will range from static posts and infographics to videos and interactive content such as polls or contests, with a minimum of ten posts per month across Instagram, Facebook, and YouTube, tailored to each platform.

Account management responsibilities include maintaining a three-month content calendar, managing posts daily, responding to audience comments, and overseeing contests or polls. Reporting is also required, covering reach, engagement, audience insights, and sentiment analysis in monthly, annual, and post-campaign reports, with recommendations to refine strategy.

Optional, chargeable services include event photography and videography, infographic design, and search engine marketing to boost MoneySense’s online visibility.

Through this partnership, MoneySense aims to strengthen its digital presence, deliver timely financial education, and keep Singaporeans engaged across its social media platforms. 

In a statement to MARKETING-INTERACTIVE, Sharene Lau, Social Makers account director said "We are honored to be appointed as the social media partner for MoneySense. Managing a national financial education program requires balancing credibility and creativity, and this tender sought a partner who truly understands the nuances of the Singaporean audience."

"That’s exactly where Social Makers plays best. From monthly content strategy to full-scale multimedia production, we’re taking a full-suite approach to keep their platforms vibrant. It’s a big responsibility to manage the national financial education playbook, and we’re looking forward to doing great work alongside MAS," added Lau. 

MARKETING-INTERACTIVE first reported the pitch in October last year. 

While MAS has wrapped up its social pitch, several government agencies and statutory boards are still looking for their right fit. The Ministry of Transport is seeking a digital and social media consultancy to support its online presence, content strategy and daily operations across Facebook, Instagram, TikTok, LinkedIn and YouTube. Similarly, the Science Centre Board is also on the hunt for a social media strategy partner to manage and grow its digital presence across Science Centre Singapore, KidSTOP, Omni-Theatre and Snow City. 

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