Case Study: CPF Board Singapore boosts retirement engagement with TikTok for Business

Getting real with younger Singaporeans on their retirement goals using Livestream and Countdown Stickers

Central Provident Fund Board (CPF Board) Singapore wanted to spark conversations about retirement among younger Singaporeans and raise awareness of how CPF can support their life goals. To reach a digital-first audience, CPF Board partnered with TikTok for Business and used TikTok’s Live package solutions alongside Traffic Ads and Countdown Stickers.

TikTok for Business helped CPF Board run a 45-minute livestream with prominent KOLs and a CPF expert, supported by seven KOLs promoting the event and driving questions through a dedicated H5 page. The campaign delivered strong results: the Countdown Sticker lifted CTR by 1.5x, with ad CTR rising from 0.49% to 0.70%, while Traffic Ads generated over 8.1 million video views and more than 1 million reach. On the livestream day, nearly 5,000 unique viewers joined.

Central Provident Fund Board