The Singapore Science Centre is a beacon for scientific exploration and education. Through interactive exhibits and diverse programs, it engages visitors across scientific domains, fostering curiosity and understanding. By offering hands-on experiences, it plays a pivotal role in promoting scientific literacy and innovation within the community.



The Singapore Science Centre struggled to reach and engage its target audience, including Chinese and China Chinese residing in Singapore, hindering its mission to promote scientific literacy and innovation within other communities.



Understanding the importance of compelling content and community engagement, the Science Centre implemented a multifaceted approach to grow its Xiao Hong Shu account & followers. The strategy included:

  1. Content Strategy: Developing a diverse range of visually appealing and informative content tailored to resonate with the target audience, focusing on family-friendly experiences, educational workshops, and interactive exhibits.
  2. Engagement Tactics: Actively interacting with followers by responding to comments, initiating discussions, and encouraging user-generated content to foster a sense of community and belonging.
  3. Collaborations: Partnering with influencers or relevant local organizations to amplify reach and attract followers who share similar interests in science and education.
  4. Promotional Campaigns: Launching promotional campaigns or giveaways to incentivize followers to engage with the account and invite their networks to follow suit.



The Xiao Hong Shu content campaign yielded significant results for the Singapore Science Centre:

Follower Increase: The Science Centre successfully surpassed its target of 2,000 followers, with the account experiencing steady growth over the campaign period.

  • Increased Engagement: The tailored content resonated with the target audience, driving high levels of engagement and interaction on the platform.
  • Visitor Growth: The campaign successfully attracted families to visit the Science Centre, resulting in a notable increase in visitor numbers.
  • Ticket Sales: The campaign shoutout led to the sale of 100 tickets, demonstrating the effectiveness of organic content in driving conversions and generating interest in Science Centre activities.


Campaign Awareness