Singaporeans on Facebook are staying connected more than ever, according to a TNS study conducted in Feb 2015. They also spend more time shopping online, social networking and communicating via email and instant messaging than the global average. The study also revealed that there are are now 3.5 million Singaporeans active on Facebook every month in Singapore. Of this group, 3.2 million access Facebook on-the-go with their mobile device. Additionally, the study found that Singaporeans Mums are super users where they spend more time on Facebook than any other demographic group. They also spend more time on the platform than any other media activity. Further, 1 in 4 Singaporeans on Facebook browse the platform even while watching television, spending 17 minutes out of a whole TV hour on their Newsfeed. Singaporeans also use Facebook to make product and brand discoveries. Specifically, travel, dining and beauty products are the top categories being discovered on the platform.
One brand in Singapore has capitalised on the national respect for the makcik i.e. "coffeshop auntie" by building a brand around her warm, nurturing presence with equal sassy edge. With the right combination of puns, pop-culture references, and endearing quirks, Makcik Chicken shows what’s needed to stand out in social newsfeeds and make an impact with users. They also take time to respond to comments and shares with their signature brand of humour (extra spicy) and the people are loving it. Makcik Chicken is a great mix of culture, comedy and clever marketing to drive enagements and content virality. Safe to say, ayam impressed. Are you?