TADA (Social Media Retainer)
Client: TADA, Singapore
Art Direction | Creative Strategy | Social Media Management | 2023-25
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Agency: UltraSuperNew, Singapore
Working as an art director for TADA's social media creative team, we focus on making our feed fun, engaging, and full of personality. Our goal is to create content that’s relatable, taps into trends, and connects with both drivers and riders in a way that feels real.
Background:
TADA Singapore is a homegrown ride-hailing platform built on fairness, transparency, and a driver-first philosophy. Their social media presence goes beyond promotions—it’s a platform that highlights driver stories, engages with the community, and reinforces TADA’s commitment to a fairer, people-first ride-hailing experience.
Approach:
We aim to create content that feels authentic and relatable, speaking to both drivers and riders in a way that’s casual, engaging, and on-trend. TADA’s social media is more than just updates—it’s a space for the community to connect, share moments, and feel like they’re part of something meaningful. We’re focused on building a vibe that’s all about real conversations, positive energy, and showcasing what makes TADA different: fairness, transparency, and a people-first approach.
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Overview:
TADA Singapore’s social media content is carefully structured around mini campaigns, each with specific deliverables that tie into a bigger theme. Every campaign is designed with a TADA-affiliated lockup, ensuring consistency across all visuals and assets. These lockups are tailored to fit the theme of the campaign and are reflected across all platforms—from in-app banners to Instagram posts, Reels, and Stories. Each campaign is a blend of creativity, engagement, and strategic execution, tapping into trends while staying true to TADA’s core values.
1. TADA Fest (6th Anniversary)
For TADA's 6th Anniversary, the TADA Fest campaign was designed to generate excitement with big prizes, vouchers, and discounts. The visuals, lockup, and in-app banners were crafted to reflect the celebratory vibe, while also creating engaging Instagram content that highlighted the event. From Reels to posts, we aligned with trends and created a sense of urgency and fun to drive participation and buzz.
2. 'Celebrating Choices' Campaign
The Celebrating Choices campaign was all about promoting discounts and vouchers, with a focus on the theme of 'celebrating the choice to take a TADA'. From ideation to execution, I was responsible for creating the lockup, the overall look and feel, and the in-app banners. The campaign extended to Instagram, where we created posts, Reels, and Stories that tied into the idea of choice. We also incorporated trending elements, ensuring the campaign was relevant, engaging, and shareable within the context of the TADA community.
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3. 'TADA Me to Mars' Campaign
In the TADA Me to Mars campaign, riders had the chance to win Bruno Mars concert tickets. The challenge was to incorporate Bruno Mars’ lyrics and energy into our visuals. I was a vital part of creative direction for the lockup, the in-app banners, and all social media content, including Reels, posts, and Stories. We blended the campaign theme with Bruno’s iconic lyrics and energetic vibe, creating a social feed that was visually dynamic and shareable, tapping into pop culture while keeping the TADA identity front and center.
4. Yellow Christmas Campaign
The Yellow Christmas campaign brought a festive twist to TADA’s social media. I designed the lockup to reflect a playful, holiday spirit, with interactive games and relatable Christmas playlists that encouraged engagement. We set up challenges like "Chase to Win" vouchers and prizes, turning the festive season into an opportunity for fun and sharing. The campaign generated high engagement as users interacted with the content and shared their holiday experiences.
5. Ongoing Content Strategy
In addition to the mini campaigns, we also maintain a steady flow of content that keeps the feed fresh and engaging. This includes trendy posts, Reels, and static posts that reflect current social media trends. We also infuse meme-centered content and hype-based “This or That” posts to keep the community engaged and entertained. All of this reinforces TADA’s
people-first approach, positioning the brand as the go-to choice for ride-hailing, with a fun, vibrant, and relatable tone.
