MKT498, Selected Topics on Digital Transformation is a module that looks at how businesses are becoming more digital and how the marketing profession is changing. Through this course, I've learned about digital transformation and areas such as Internet of things (IoT), artificial intelligence (AI), social media, platform strategy, sharing economy, and marketing analytics. Having a good understanding of these technology trends and challenges allows me as a marketer to innovate, create new opportunities and design successful marketing strategies.
For our group project, I teamed up with 3 other teammates to come up with a digital marketing campaign with the objective of raising awareness for digital defence and hybrid warfare as part of MINDEF's agenda. It required us to exercise creative thinking and think of unique ways to engage the Singaporean demographic, especially those who are not as digitally savvy. My role in the project involved ideating, writing parts of the proposal, as well as designing the mockup for the microsite and social media. Below is a summarised explanation of our proposed campaign.
For our group project, I teamed up with 3 other teammates to come up with a digital marketing campaign with the objective of raising awareness for digital defence and hybrid warfare as part of MINDEF's agenda. It required us to exercise creative thinking and think of unique ways to engage the Singaporean demographic, especially those who are not as digitally savvy. My role in the project involved ideating, writing parts of the proposal, as well as designing the mockup for the microsite and social media. Below is a summarised explanation of our proposed campaign.
Our campaign composed of 3 key strategies:
1. Encouraging the habit of fact checking
Firstly, we propose to encourage Singaporeans to have the habit of fact checking before believing any sources, as it is essential that everyone possess sufficient knowledge and skills to keep themselves “digitally defended” by being an advocate for digital defence. This is done by educating Singaporeans about the CHECK method, as well as providing a "CheckIt" tool built using artificial intelligence and natural language processing (NLP), on the campaign microsite, for users to upload an image or website to fast-check the credibility of the source. This tool would also be integrated with social media platforms such as Instagram and Facebook such that users will receive a disclaimer about false information if it is detected. Lastly, the tool will also be available as a free plug-in on Google Chrome.
2. Raising awareness through social media outlets
Instagram, Facebook and TikTok will be platforms selected to be part of the strategy since these are where our target audience (Gen Z and Millenials) spend the majority of their time online. IG Story, Facebook and TikTok ads will be run to promote the microsite. Influencers can be seeded to play the game and encourage others to participate as well. There will be an curated IG feed with branded hashtag #CheckItSG and #DigitallyDefended including posts on digital defence regarding cyber attacks and fake news. In addition, we will be covering first-hand interviews of people who have fallen victim to cyber attacks or fake news which will be repurposed on all social media platforms and our microsite.
3. Cultivating responsibility through Gamification
The third recommendation is to ingrain in our target audience the importance of their role in being digitally defended, through gamification which will be featured on MINDEF’s official microsite. Through the game, they will enter different stages whereby tips, risks and effects of misused personal information will be conveyed to them in a fun and engaging manner. Key gamification elements such as the points system, scoreboards and leaderboards will also be incorporated to fulfil the intrinsic motivation to engage with peers, which increases the chances of players sharing it around to bond within this social community. At the end of the game, players can pledge to commit to this cause which will further reinforce our key message.
More samples of my work within this module can be found here.
