Advertising Case Study
Vernon Vasu, Director of Corporate Marketing and Communications, Health Promotion Board Singapore
Health Promotion Board Singapore (HPB Singapore)was formed in 2001 and is a statutory board underthe Ministry of Health. The organisation’s missionis to promote health excellence by empoweringindividuals to take charge of their health.
In late 2010, HPB Singapore was looking to build afan base for its new Facebook page. It wanted touse the page and its community to increase brandawareness and share HPB Singapore’s message. “Wewant to inspire people to be healthy and to valuehealth,” says Vernon Vasu, Director of CorporateMarketing and Communications at HPB Singapore. “Werecognize the fact that they are consumers, and weare competing in a marketplace for their attention.”In order to better interact with Singaporeans andconnect with them on a personal level, HPB Singaporeturned to Facebook. “There is evidence that socialnetworks and social ties are important in thespread of healthy behaviors, so we are working ona ground-up approach by encouraging the man onthe street to work with his family, to commit withhis colleagues, to work with us,” Vernon says.
Facebook Executive Summary
Build a sizable, sustainableaudience on the Facebook platorm andextend brand awareness
Promote a dynamicFacebook page with broad FacebookAdvertising, including Video Adsand Reach Block media buys
for government bodies andpublic agencies to promote anddevelop their brands and toreach wide, targeted audiences
content can be an especiallyeffective way to start buildinga fan base quickly
“Facebook is different from traditional media insofar asknowing the audience you’re reaching. I don’t have togo look for a media survey; I know who the people are. Iknow what they are responding to, and they know whowe are, and that intimacy is what Facebook offers.”