The Campaign

To integrate online and offline marketing efforts for an optimized result, the campaign was designed and crafted to be holistic by creating relevant and related content on 5 social platforms.

Creative Execution

The 4 themes created are as below: 1) Marvin and Cordelia: A pre-event campaign featured in the form of a comic series introduced SMW 2016 in a fun and interactive manner 2) SMW Launch: A collection of photos & user-content taken during the launch, providing live updates for the online community 3) Our Maritime Stories: Offline activity engaging fans beyond digital platforms 4) Amazing Maritime Challenge: Real-time live updates of the activity, engaging participants on social media with online mini activities Throughout the campaign, real-time live updates of the activities are posted regularly to consistently engage and educate the fans.

- 43,128 actual event visitors (36.4% increase from previous year) - 359,534 online impressions across Facebook, Twitter, LinkedIn, Instagram & YouTube - Registered 26.4% Average Fan Growth across all platforms - 155% Instagram engagement growth - 72.2% increase in online enquiries SMW website metrics over 1.5 weeks: • 6,100 users • 10,290 page views

Digital content organised around four themes were created to drive social sharing and engagement through a multi-touchpoint approach. Platform specific content were delivered tactically to build awareness and sustain interest throughout the 3-week campaign.