• NUS: Respect our rights
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  • NUS: Respect our rights


NUS: Respect our rights

Case Study
The campaign that fought for the rights of Foreign Domestic Workers took on the right path. 
Objective 1. Create awareness of the rights of foreign domestic workers (FDW).
2. Encourage users to visit landing page to learn more about respecting the rights of FDWs.
Strategy Using a mix of rich media with video and standard banners running on web and mobile platform to effectively reach out to the target audience. After the TVC has been aired for 2 weeks, we analyzed the Return Path Data to retarget the districts with the highest TVC viewership. The objective is to reinforce the campaign message via banners and to encourage click-through to the website for more information.
Target Audience Users from: governmental agencies and families with kids Users from households who are likely to have watched the “Respect Our Rights” TVC.
Duration 22 October to 31 December 2014
Overall Banner CTR 0.23%

In-Banner Video
*CTR is 98% above benchmark
*76% of video play achieved 100% completion

Standard Banners
*CTR is 25% above benchmark on Desktop
*CTR is 45% above benchmark on Mobile
Reach 1,980,245 impressions
Districts with highest viewership of campaign  Tampines, Simei, Hougang, Serangoon Yio Chu Kang, Kovan, Sengkang, Buangkok, Jurong West, Lakeside, Boon Lay, Woodlands, Marsiling, Admiralty 
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