Ministry of Culture, Community & Youth

The Objective

Mobilising young volunteers through conversion-focused campaigns

The Ministry of Culture, Community and Youth (MCCY) is dedicated to inspiring Singaporeans through the arts and sports. Since it was formed in 2012, the government Ministry has worked with younger citizens, encouraging the next generation to participate in volunteerism and civic engagement.

After earlier TikTok campaigns focused on Awareness and Consideration, MCCY sought to convert interest into action. This time, the Ministry wanted to drive traffic to its volunteer recruitment page and boost online registration for its Senior Profiling Volunteer campaign.

The Solution

Leveraging TikTok’s Smart+ advantage to enhance landing page performance

To get more young people involved in its Senior Profiling activation, MCCY needed to scale and improve the quality of traffic to its volunteer recruitment website.

The Ministry decided to utilise Smart+, TikTok’s AI-powered ad solution designed to support various campaign objectives, from lead generation to app promotion. The Smart+ Web Conversion campaign type suited MCCY’s goal of increasing online sign-ups.

MCCY complemented the Smart+ strategy with a Spark Ads format to ensure consistency in its branding. The campaign assets consisted of six videos about a minute long, all featuring real volunteers and their experiences.

The videos were designed to capture attention and resonate with a broad audience. By varying in tone and offering unique perspectives, they appealed to different motivations for volunteering.

These Spark Ads also conveyed the purpose and impact of MCCY’s Senior Profiling Volunteer campaign. The Spark Ads linked directly to the volunteer registration page, simplifying the user journey and encouraging quick sign-ups.

Aiming to measure the impact of Smart+, MCCY conducted a two-week split test between Smart+ Web Conversion Spark Ads and custom Traffic Spark Ads. Both campaigns were optimised for the Landing Page Views (LPV) objective and had identical budgets, creative assets, and durations. This allowed for a clear comparison of performance.

The Results

Scaling volunteer recruitment and LPV volume while reducing costs

The Smart+ Web Conversion strategy outperformed the manual campaign across all key metrics. MCCY recorded an 18% increase in Click-Through Rate (CTR) along with higher incremental LPV volume, indicating that the Smart+ campaign effectively targeted and engaged the right audiences. More users clicked on the landing page and completed the volunteer sign-up process.

At the same time, MCCY was able to optimise ad spend. Cost Per Click (CPC) dropped by a significant 20%, while Cost Per Landing Page View (CPLPV) decreased by 19%. Smart+ proved effective in delivering scalable, cost-efficient results.

MCCY’s success in driving LPV conversion and online volunteer recruitment highlights the advantage of Smart+ automation. With this AI-enhanced strategy from TikTok, organisations can achieve their goals while maximising their ad budget and simplifying campaign management.

Curious to see the work in action? Check out the Ministry of Culture, Community and Youth (MCCY) on TikTok: @mccysg