Case Study: Gov.sg promotes safe Chinese New Year celebrations with TikTok for Business

Reminding Singaporeans to celebrate Chinese New Year safely amid the COVID-19 pandemic

TikTok for Business helped Gov.sg, Singapore’s government public communications channel, remind Singaporeans to celebrate Chinese New Year safely during the COVID-19 pandemic. To make safe management measures top of mind in an engaging way, Gov.sg needed a fun, informative campaign that would resonate with TikTok users during the festive season.

Using TikTok for Business, Gov.sg launched the #SteadyCNY2021 Branded Hashtag Challenge with Branded Effects, creator collaborations, and high-visibility ad placements. The campaign generated more than 15,600 user videos, 23.3 million video views, and 1.97 million engagements, with nearly one-fifth of users posting more than one video, showing strong repeat participation and impact.

Gov.sg