PROJECT: Singapore Tourism Board Facebook Campaign

CLIENT: Singapore Tourism Board


The Singapore Tourism Board (STB) is a statutory board under the Ministry of Trade and Industry of Singapore. It champions the development of Singapore’s tourism sector, one of the country’s key service sectors and economic pillars and undertakes the marketing and promotion of Singapore as a tourism destination.

The tourism sector currently contributes 4 per cent to Singapore’s gross domestic product. Tourism plays an essential role in reinforcing Singapore’s status as a vibrant global city that is a magnet for capital, businesses and talent. It also enhances the quality and diversity of leisure options for local residents and helps to create a living environment that Singaporeans can be proud to call home.


To increase awareness among younger audiences, Singapore Tourism Board launched a Facebook Postcard application to promote their “Uniquely Singapore” campaign. Users need to send printed postcards ore-cards via Facebook to invite anyone overseas to visit Singapore and in doing so are entitled to win prizes ranging from a pair of tickets to watch the F1 night race to a chance to go on the Singapore Flyer. Despite heavy investment into search engine advertising, conversion rates were a lot lower than expected.


Conversion Hub developed a series of unique brand experience banners that were driven through its CPA Tyler network. A reward system was also integrated into the network setup with a refer-a-friend functionality enabled to allow viral spreading of the campaign.

Conversion Hub also created opportunities for bloggers to build buzz and links to the campaign. Bloggers across the Internet covered message boards, forums, social networking communities and niche websites with postings that directed Singaporeans with Facebook accounts to activate the application.

The Results

  • 2000% Improvement in Conversion Rates
  • Outperformed Search Advertising results by over 16 times
  • Outperformed Goals by 350%
  • Average Cost per Conversion fell from $48 to $3
  • 26% Viral Conversion Rate
  • 18% returning visitors
  • Monthly Active Users (MAU) rose by 2000%
Technologies Applied
  • Social Media Marketing
  • CPA Tyler Networks
  • Blogger Engagement
  • Google Analytics