Case Study: Ministry of Communications and Information achieves 4M video views and boosts youth COVID-19 vaccination engagement with TikTok for Business

Encouraging youths in Singapore to get vaccinated with a Branded Hashtag Challenge and livestream on TikTok

The Ministry of Communications and Information engaged TikTok for Business to reach Singapore’s youth and young adults with COVID-19 vaccination messaging, aiming to counter misinformation and nudge vaccination and prevention behaviors. The initiative used TikTok for Business’s creative ad formats, including a Branded Hashtag Challenge and livestream capabilities, to make vaccine information engaging and top-of-mind.

TikTok for Business launched the #IGotMyShotSG Branded Hashtag Challenge featuring a Gamified Branded Effect called COVID-Slayer, supported by TopView and Brand Premium In-Feed ads, Discover Page placement, influencer partnerships, a dedicated informational page and a seven-session livestream series. The campaign reached 942,000 people, generated over 4 million video views and 1,400 user videos, achieved an 82.9% relevance rate, and drew 70,800 livestream viewers who produced 715,000 impressions, increasing awareness and message absorption among the target audience.

Ministry of Communications and Information

Soffy Hariyanti

Director, Campaigns & Production Department/Public Communications Division