NYC (Social Media Retainer)
Client: National Youth Council, Singapore
Art Direction | Creative Strategy | Social Media Management | 2023-25
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Agency: UltraSuperNew, Singapore
As the art director for NYC Singapore’s social media retainer, I lead the creative direction to ensure a visually cohesive, energetic, and Gen Z-friendly feed. Our primary goal is to enhance engagement, build a strong youth community, and position NYC as the go-to platform for young Singaporeans. Success is measured through engagement rates, content reach, follower growth, and participation in NYC initiatives.
Background:
The National Youth Council (NYC) Singapore empowers youth by amplifying their voices, sparking conversations, and connecting them to opportunities. NYC’s social media thus becomes this is a dynamic space where young Singaporeans feel seen, heard, and inspired through impactful opportunities, compelling stories, and relatable content.
Approach:
The aim is to create a cohesive and engaging social feed that captures the pulse of young Singaporeans. Every post, story, and campaign is designed to not just inform but spark real conversations, engagement, and community involvement—turning passive followers into active participants.
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1. Monthly Utility Posts & Mini Campaigns
Every month, NYC aligns with a specific theme, tapping into trends and adapting them NYC social's tone of voice. We conceptualize creative and engaging content that resonates with the Gen Z audience—whether through interactive posts, challenges, or informative series. These posts act as mini-campaigns that reinforce NYC’s role in shaping youth conversations.
2. Youth Profiles & Future-Forward Projects
Spotlighting young changemakers and innovative projects that define Singapore’s future. These posts highlight contributions in sustainability, technology, community engagement, and collaboration—empowering the next generation by showcasing relatable, inspiring role models. youth conversations.
3. Ad-Hoc Event & Announcement Posts
From event sign-ups to major NYC initiatives, these posts serve as timely updates to keep our audience informed and involved. Event recaps bring key moments to life, ensuring continued engagement and FOMO-driven participation in future activities.
4. Social Cuts: "What The Future" Podcast
A dynamic collaboration with AEP, NYC’s
"What The Future" (WTF) podcast brings together top influencers like Annette Lee and Jonathan Chua, alongside government-affiliated guests, to discuss pressing youth issues. Led by my team at USN, we craft high-energy social cutdowns with engaging visuals, teasers, and highlights to maximize reach and conversation. Across all pillars, the content remains bold, youthful, and visually captivating—designed to not only inform but also spark engagement among Singapore’s Gen Z.
