The Straits Times x DBS Big Plans Take Time

The Straits Times x DBS Big Plans Take Time

Singapore Press Holdings Limited

Singapore, Singapore

Category Best Execution of Native Advertising

Overview of this campaign

The ST X DBS Big Plans Take Time campaign began on June 18, 2017 and will end in May 19, 2018. It appears bi-weekly in The Straits Times (print and digital – desktop and mobile) Invest section/vertical, with each article seeded on ST’s Facebook.  

How do we retain audiences’ attention?

Video-led pieces generally perform better than photo-led ones. For videos, we work with our in-house video team to interview and film the profiles in their element, translating their story from print to screen in 60 seconds. We understand our digital audiences’ appetite and ideate or create content for them, while driving the advertiser’s tactical and marketing messaging. The best performing ones of profiles Onn Jia MinJonathan SiewPeh Sheng KangDarren LimCris Ong and Jerlynn Heng

In order to create a flow and consistent message from print to digital, the creative look and feel is consistent throughout and we included a QR code in each print insertion to drive print readers to the online version of the article. Our highest performing QR code received 99 clicks for The Mane Man.

Results for this campaign

As we’re at the 17th insertion in this 24-part series, we’ve seen a gradual increase in interest in the series based on the ST tag site homepage. This reveals that our content has struck a chord with our audience and they’re coming back for more despite the year-long series, which in digital years, is long.

Over 16 online articles, we achieve more than 150,000 unique visitors, and more than 170,000 page views. Eight videos created for the campaign garnered nearly 33,000 video views organically.

In response to the video series, more than one-third of The Straits Times’ digital audiences watched the videos to the end, achieving a 100% playthrough rate. 
On social media, we reached 1.3million viewers for articles posted on Facebook.

Of these, nearly 10 percent engaged with these social posts.




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