A First for Singapore – NTUC FairPrice supermarket enters social media space with a bang
NTUC FairPrice’s first online campaign on Facebook “That’s My FairPrice” public profile (http://www.facebook.com/thatsmyfairprice), acquired a 1,000 strong fan base just three hours after its launch. At the time of release, the public profile page has reached more than 2,500 fans within 24 hours.
Living up to its brand promise of providing excellent customer service that Singaporeans can trust, the supermarket retailer is the first to venture into social media as a new form of engaging customers.
“FairPrice prides itself as a customer-focused organization, continuously serving the community over the years,” said Mr Jeremy Khoo, Deputy Director, Marketing Communications, NTUC FairPrice. We constantly review and enhance our service standards to meet and exceed customers’ expectations. “This debut into social media is yet another channel for us to enhance our relationship with customers, so as to understand and better serve their needs. We will continue to explore new channels to engage our customers, fulfilling our brand promise in delivering customer service excellence,” added Mr Khoo.
To promote the Public Profile, NTUC FairPrice also launched an advertising campaign featuring its TVC using the new Homepage Reach Block Video Fan ad unit that guarantees two million impressions and up to a maximum of five impressions per user.
“To ensure the success of a campaign, an impactful launch of the Page via Facebook Ads to generate organic impressions i.e. impressions generated by engagement with Facebook content by a friend, is essential. Assuming each of the 2,500 Fans has an average of 300 friends, an additional 750,000 free organic impressions are generated in one day,” said George Foo, Chief Operating Officer of ihub Media.
In Singapore, Facebook reaches out to more than 1.4 million or 50 per cent of internet users (comScore Media Metrix, May 2009), with an almost even representation in each age group. On average, more than 366,000 Singapore users log in to Facebook everyday.
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About ihub Media Group
ihub Media Group is Asia’s leader in Internet Marketing. Established since 2002, we are represented by more than 70 dedicated and experienced marketing professionals across Asia. ihub Media Group is headquartered in Singapore, with presence in five other key cities – Shanghai, Hong Kong, Taipei, Kuala Lumpur and Jakarta.
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