When I joined SportCares in 2024, our Facebook and Instagram accounts had no defined content strategy, with posting that was sporadic and reactive.

I developed a social-first strategy from scratch to drive engagement and strengthen beneficiaries', coaches' and partners' sense of connection to the SportCares family. I then led agency briefing, pitching and selection, and managed the appointed agency from March 2025 to May 2026 to execute a coordinated content strategy centred on storytelling.

At its peak (Jul–Sep 2025), the strategy achieved an average engagement rate of 2.91% on Facebook and 5.90% on Instagram, with total reach of 24,118 on Facebook and 108,021 on Instagram — all organic, with no paid media.

Organisation: SportCares, Sport Singapore
Campaign Lead: Zareth Lim
Agency: Adred