Journal 16: Social Media Contests Creative Brief & Copy #InterceptingRandomBlends


There will be 2 social media contests for the Interceptions showcase, one on Facebook and the other on Instagram to reach out to different audiences.

After much discussion, the Facebook Comment Contest will be running from 8 Mar to 15 Mar 2017. Participants have to comment about a social issue they think is important and tag a friend to continue the discussion. The objective is to raise awareness and generate discussions on social issues. Tagging a friend would also help in terms of extending our reach.

Likewise, the #VOICESintercept Instagram Contest is scheduled to run for 1 week, from 11 to 18 March 2017, shortly after the Facebook Comment Contest kicks off. Participants will be tasked to take a selfie holding a board saying “I CARE ABOUT _______”, and caption why they care about the particular chosen social issue on their Instagram. Here, we decided that tagging a friend here wouldn't be needed, as their Instagram post would already be available on their followers' feed - we would be able to reach more of our target audience through this already. The prizes for the 2 contests will include a limited edition “Interceptions” tote bag, $20 Capitaland Mall Voucher and $20 Starbucks Giftcard, totalling up to $50 worth of prizes. Sounds pretty good to me! (:

To increase our audience reach and generate more hype for the #VOICESintercept Instagram Contest in specific, we thought of the idea of contacting micro-influencers to help post about Random Blends and #VOICESintercept. Minyu and I worked on writing a detailed creative brief for the influencers so they were clear on how they could help us post. This brief was sent to the list of influencers that was previously compiled by Minyu and Joo Hwee, and was extremely helpful when explaining Random Blends and the contest to them.


Minyu and I also worked on the caption and collaterals copy for both the Instagram and Facebook contests. Reflecting back on it, it was pretty challenging as we had to condense the information so that it would be short, but yet accurately convey all the necessary information to the target audience. In addition, it should also be phrased in a way that would entice viewers to participate in the contest. Finally we came up with the following: 

Facebook contest post - design by Anton 

Instagram contest post - design by Trena

Both contests have been doing well so far, so that's really great! Let's hope that this will continue (:

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