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Influencers Technology Singapore

Singapore’s Ministry of Finance taps influencers to promote Budget 2018


By Shawn Lim, Reporter, Asia Pacific

January 18, 2018 | 4 min read

Singapore’s Ministry of Finance (MOF) has engaged 50 social media influencers to raise awareness of the annual Budget 2018, where the city-state government announces its budgets for the year.


The influencers, who have around 40,000 of followers combined on Instagram, encourage followers to learn about the budget.

The move is a bid to reach out to a younger audience about the importance of financial planning, through social media platforms like Instagram. MOF worked with influencer marketing company StarNgage for this campaign.

The influencers, who have around 40,000 of followers combined on Instagram, post photos of themselves, encouraging followers to visit the Budget website to learn more and to share their feedback with government feedback unit, Reach on its website and at its physical "listening posts".

Meanwhile, other influencers share photos of their daily lives with captions about how the Budget relates to them. All the posts are tagged with #SGBudget2018 #MOFSG #sponsored #MOFxStarNgage.

“Given the significance of the Budget to all Singaporeans, MOF taps a mix of communications channels and platforms. With many Singaporeans obtaining information through online channels, especially younger audiences, MOF also publishes material on social media, and partners other parties to share relevant content,” a spokesperson from the ministry told the Today newspaper.

According to the newspaper, the ministry also worked with StarNgage last year to help raise awareness and help HDB households offset their utility bills after the government announced the ‘Utilities-Save’ rebates.

《Non Foodie Friday》It's the end of the year and many of us will be getting a year end bonus! How will you spend yours? Like us, our country is also thinking about how to spend part of its revenue (from taxes, fees, etc) to strengthen Singapore and benefit Singaporeans via a detailed financial plan called The Budget. . While I don't welcome suggestions on how I should I use my bonus, Singapore's Ministry of Finance, who is responsible for Budget 2018, wants your feedback on how Singapore should use the Budget for Singaporeans in 2018! . To know more about Budget 2018 and to give your suggestions, visit (clickable link on @miss_teatime_sg) . #SGBudget2018 #MOFSG #sponsored #MOFxStarNgage #missteatimecollabs #nonfoodiefriday

A post shared by DENISE | Writer x Foodie (@miss_teatime_sg) on

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