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The Jing Daily Fashion Week Score evaluates how a brands collection resonates with the Chinese audience through a range of parameters. Our lens is now on Milan Fashion Week.

Last Wednesday, Milan Fashion Week opened on a high note, featuring the solidarity event China, We Are With You. Targeting the majority of China who are still on lockdown, the events organizer, Camera Della Moda (National Chamber of Italian Fashion), collaborated with Tencent to livestream all of its runway shows. More than 30 brands garnered 16 million views on Tencent Video, and the Weibo hashtag featuring the slogan had a whopping eight million reads by the end of the last day.

For Milan Fashion Week Fall 2020, Jing Daily looks at brands who have a stake in the Chinese market and who stand to gain from heightened efforts. Brands like Prada and Giorgio Armani impressed Chinese netizens with a sustainability initiative and solidarity with Chinas fight against Covid-19, respectively. Without the attendance of Chinese celebrities and KOLs due to travel restrictions, Gucci leveraged the power of K-pop stars, which made a splash for the brand on Weibo. Dolce & Gabbana, meanwhile, has a long road to recover from its blunders from November 2018.

The Jing Daily Fashion Week Score is based on the following parameters:

PRADA

Illustration: Haitong Zheng/Jing Daily.

Prada took the leading position of our Milan Fashion Week score this season despite the large absence of Chinese celebrities and influencers. Having integrated digital strategies to their daily communications with the Chinese audiences, the Italian luxury house dealt with the challenges from the Covid-19 virus without a hitch. Along with livestreaming the show on its website, Prada used its runway WeChat Mini Program for the third time, featuring the shows looks, runway details and behind the scenes shots of celebrities. Though Cai Xukun, the brands Chinese spokesperson and ultimate engine of rejuvenating its image and engaging younger customers couldnt make the show due to travel restrictions, it still drove extensive online traffic thanks to the presence of the Korean singer Lisa from the girl group Blackpink, who has an incredible following in China, having gathered over 1.6 million Weibo follower in two months. The K-pop star seemed to take over Cais role her golden suit look has been extensively reposted on Weibo and Little Red Book. Besides the dazzle of the star power, the fusing of technology and sustainability in the latest Linea Rossa collection well-received by Chinese netizens, adding more credit to the brands long-term dedication to fashion sustainability. Meanwhile, the addition of Raf Simons joining Prada with Miuccia Prada, as disclosed last Sunday, sparked off positive reactions among Chinese netizens. And the soft opening of Pradas Tmall flagship store on Monday is promising as an offset to the disruption of offline retail.

BOTTEGA VENETA

Illustration: Haitong Zheng/Jing Daily.

Kerings reviving star Bottega Veneta, led by Creative Director Daniel Lee, has gained worldwide fashionistas interest over the past few seasons. Similar to the influencer frenzy around Bottegas iconic pouches and sandals on Instagram, Chinese fashion KOLs are catching up with the new Bottega hype. Correspondingly, the label increased their digital marketing efforts for this seasons runway show, launching an eye-catching Weibo ad that seamlessly guides the user from the ad to the brands website. Plus, the addition of the Korean actress Song Hye-Kyos, who is well known in China, helped dilute the absence of Chinese celebrities. Her all-black outfit paired with the newest Bottega chain pouch was praised by Chinese netizens, commenting that Song represents the brands identity perfectly. Having proved its talent for social marketing and keeping consistency in visual narratives, Bottega Veneta is expected to earn stronger brand loyalty among its valued Chinese consumers.

GUCCI

Illustration: Haitong Zheng/Jing Daily.

On this years catwalk, Guccis creative director, Alessandro Michele, impressed audiences with his bizarre aesthetic once again. Through a vintage-doll inspired rituals presentation, Michele combined intense lace, ruffles, and velvet into poplin blouses and pleated skirts, evoking a wild childlike aesthetic. As an experienced luxury player in the digital world, Gucci leveraged comprehensive social media strategies to improve its online presence. Its elaborate runway show could be seen via the brands WeChat Mini Program, delivering the first-hand looks and details to remote Chinese audiences. Elsewhere, the show livestreamed on Weibo and received over eight million views and 64,300 engagements. Similar to Prada and Bottega Veneta, Gucci also eyed the huge influence of Korean talents in China, highlighting K-pop star, IU, who commented on the show via Weibo and WeChat posts. Besides the positive reactions from IUs fans, some voices indicated that they looked forward to seeing more innovations beyond Micheles vintage representations. Young Chinese, after all, are all expecting newness from the brand.

MONCLER

Illustration: Haitong Zheng/Jing Daily.

This seasons Moncler Genius show added to the brands creative experimentation, recruiting JW Anderson as a new Moncler Genius designer, as well as teaming up with Rimowa and Rick Owens. The eight Moncler Genius collections on display continued disrupting audiences imaginations on what the puffy jacket can be, exploring the intersection between functionality and high fashion. The show was indeed well-received by Chinese netizens, earning over 43,200 views on WeChat and engaging 500,000 discussions under the hashtag #MonclerGenius. WeChat user Lydie Li commented below the official runway post, the show feels like an immersive contemporary art exhibition at Centre Pompidou. The positive reception on Chinas social media, however, did not happen overnight. The brand had started warming up for the big day on Weibo since Feb 2. On WeChat, the house runs a Mini Program Moncler House of Genius, which tracks all important moments of the series and drop updates. Last December, the brand opened a brick-and-mortar store in Beijings SKP-S mall, featuring limited edition Moncler Genius looks in hopes to engage younger customers with a refreshing shopping experience. Though the virus outbreak brings unexpected challenges to both Monclers offline and online operations, the house can continue to connect with its Chinese customers as long as it stays flexible and is prepared for the long-term.

GIORGIO ARMANI

Illustration: Haitong Zheng/Jing Daily.

The famed Italian designer raised attention at this seasons MFW despite the show being presented behind closed doors as the Covid-19 virus spread through northern Italy. The highlight moment of the virtual show with warm regards to China and the Chinese citizens was 12 looks inspired by the Chinese culture from the Giorgio Armani Priv spring 2009 and 2019 collections and casting 12 Chinese models to present the looks. Mr. Armani said, of China, that he has always maintained a special bond, both aesthetic and cultural. His considerate message received large coverage from both the fashion media and KOLs. And such posts reinforced the emotional connection between the designer and the Chinese consumers. Though a few fashion KOLs critiqued the lack of newness in the fall collection, the overall discussion on the brand was positive, with so much attention on China and what its going through right now.

FENDI

Illustration: Haitong Zheng/Jing Daily.

Chinese online viewers were impressed by the brands theme of womens soft power, but mainly they had their eyes locked on Fendis new handbags. Peekaboo gives me surprises every year! was one comment under the brands official WeChat post. Without the attendance of Chinese celebrities, Fendi has made a commendable effort to invite a number of Chinese (and Chinese adjacent) KOLs, such as the influencer @yuyuzhangzou, former fashion editor @BoyNam, Taiwanese influencer Molly Chiang, and Korean actress Han Ye-seul, who collectively have about 11 million followers across Weibo and Instagram. Also, it commissioned fashion illustrator and blogger @JiWeiJW to do illustrations of several runway looks, which was then used as the main image for its official WeChat and Weibo post. The special collaboration may have only received hundreds of impressions on Weibo but shows that the brand is quick on its feet on diversified marketing in a lockdown age.

TODS

Illustration: Haitong Zheng/Jing Daily.

The debut collections of Tods new creative director, Walter Chiapponi, was supposed to be a big moment for the brand; however, the excitement for both the menswear and womenswear lines, which Chiapponi designs, did not translate to Chinese media. Tods did strike gold online dropping its latest campaign with Tods ambassador Liu Haoran. At the time of publishing, the topic had 15 million reads for two variations of the hashtag #TodsambassadarLiuHaoran (#Tods). Ultimately, the new campaign overshadowed Tods Fall 2020 runway debut. Meanwhile, Tods official WeChat post of the collection has garnered a strong click rate, with 25,000 views, but lacked high engagement. The brands ambition for the China market is loud and clear, given that it announced two new brand ambassadors, actress Jiang Shuying and actor Tong Dawei, for Greater China last year, and also collaborated with the influential blogger Mr. Bags for more exposure this season. Its organic connection with Chinese netizens still remains untapped but stands to grow.

SALVATORE FERRAGAMO

Illustration: Haitong Zheng/Jing Daily.

Newly appointed Creative Director Paul Andrew may have only taken the helm for a year, but his understanding of modern womens multifaceted needs comes through for Fall 2020, thanks to his experience spearheading the brands womens department. The runway looks, from the variations of pantsuits and dresses to the unconventional uses of leather and models naked makeup looks, fit right in with the notion of an independent modern Chinese woman. The show also invited iconic models Doutzen Kroes and Irina Shayk to walk the runway, which was a welcomed touch, as they have been long missed by Chinese social media.

MAX MARA

Illustration: Haitong Zheng/Jing Daily.

Seen as a synonym for the camel coat by Chinese shoppers, Max Maras show this season made an impression on par with its presence in China: quiet but steady. The brand made three official WeChat posts, which garnered 37,000 reads. On Weibo, users praise this seasons earthy colors and hues and linked them to the beauty of nature. Despite only having two Chinese models for 48 looks, its choice of having Kaia Gerber opening and closing the show gave a boost to its social volume in China. However, if one searches for articles about the brand, top posts are still about the camel coat, which may be a blessing and a curse. Can Max Mara be remembered for other things?

DOLCE & GABBANA

Illustration: Haitong Zheng/Jing Daily.

From runway to social media, Dolce & Gabbanas Fall 2020 show missed the mark in China. This seasons show celebrated Italian artisanship, which resonated with its latest Weibo post featuring silk scarves that pay tribute to traditional Chinese culture. However, most of the visible comments on the post are bashing the Italian fashion house, who continues to feel the backlash from its 2018 cultural misstep. The brand has tried to amend their mistakes. After the Covid-19 outbreak, the company donated to Humanitas University, an Italian private university dedicated to the medical sciences, to study the virus, but neither the public nor the Chinese fashion professionals reciprocated. The brand made no effort in reaching the Chinese market digitally, nor had any major KOL or Chinese models in attendance, although its likely that the invitations would be turned down. After the brands 2018 advertisement scandal and the revealing of co-founder Stefano Gabbanas alleged Instagram message, its Shanghai show was canceled and 320 models and over 40 celebrities and KOLs either boycotted or were left disheartened by the cancelation. The VIPs might be ubiquitously missing due to the virus, but they may not be back at all.

Reported by Yaling Jiang and Wenzhuo Wu.

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Milan Fashion Week Pivots to Livestreaming Amid Virus Fear - Jing Daily

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Last Updated on January 2nd, 2020

There have been many changes in the social media marketing trends. New technologies come to the market and features launch on every social media network. By October 2018, there were3.397 billion active social media users globally in 2018. Source: Statista.

Marketers like you are routinely integrating social media marketing with their core marketing strategies. So you have to update yourself on the latest social media marketing trends. Find out whats going to work for you in the future.

To help you out with this regard, we are here with the most significant social media marketing trends to come.

Is video eating the social media?

Yes, it is.

In fact, it is eating the internet. Im just giving you some instances here to support the development. Youtubeclaims that there are 1.9 billion logged-in Youtube users visiting the website at least once a month. But there may be a lot of people coming to YouTube who arent logged-in.

Cisco VNI (Visual Networking Index) Forecast Report states that 75% of the total consumer traffic in 2017 was video traffic only. The same report predicts that the video traffic would account for 82% of total business and consumer internet traffic by 2022. As per the 2018Social Media Marketing Industry Report by Michael Stelzner: 77% of marketers were planning to increase their use of video in social media.

To meet the expectations of the marketers, social networking sites launched new features encouraging the video content. The daily watch times for Facebooks live video broadcasts has quadrupled through 2018. Instagram has enjoyed similar success with 60-second videos & Instagram Stories.

All these new features give ways to publish more enticing video contents on social media.

But you may think if video content really helps your marketing. The answer is an obvious YES.

Facebook, clubbed with Nielsen, projected the value of video ads on its platform. Theylearned that 74% of the total Ad Recall can be achieved within the first 10 seconds of the video. And every day 500 million FB users are watching videos.

If you want to know what kind of video content to create, try out animated videos. Simply because another boring explainer video wont help you break through the clutter, especially this year. Heres a post explaining the benefits of using animated video in your social media.

Customer Relation Management is the crucial element for a successful business. CRM is where Social Media greatly helps the businesses.

We all know that social media makes us closer to our customers. Chatbots can make Real-Time Engagement with the Customers.

Instant Messaging Apps like Telegram and Vine had launched bots on their platforms. Facebook announced Bots for Messenger Platform at its annual F8 Conference held in April 2016. So far, there are around 12,000 bots created on the Messenger Platform.

You know that there must, be some strong reasons behind the broad use of the chatbots.

Just take a look:

Marketers use chatbots in the instant messaging apps. The user count of the messaging app services is increasing drastically. Messenger & Whatsapp both have crossed 1 billion users mark, and the number is growing.

Read more why and how to incorporate chatbots into your digital marketing strategy.

A survey made by HeyWire Business reveals that:

Chatbots can be used efficiently to provide 24/7 services to the customers. In a way, chatbots are quicker than human beings in giving any data related answers and taking requests. Moreover, you need not hire employees for the customer service. Thus, it meets your cost-effective marketing requirements.

Having this all said, chatbots trend is not going to leave the digital marketing industry without showing its mark in the coming years as AI research improves.

Smartphone and social media is the perfect combination. The number of smartphone users has increased a lot in the past few years. As of 2018, there are more than 2.53 billion smartphone users in the world.

For instance, Facebook has close to 2 billion mobile monthly active users. Mobile traffic is surpassing the desktop traffic. There are some mobile-only apps like Instagram & SnapChat where most of the digital natives spend most of their time on. So, mobile users should be the key priority of your business.

Many social networks launched call-to-action buttons on their mobile apps. These buttons can generate more conversions than the web platforms. So, hone your strategies to attract mobile users.

Recently, Google tells that it gives priority to the pages which are AMPd (Accelerated Mobile Pages). So, bloggers or marketers who want more conversions on their landing page should use Accelerated mobile pages (AMP). AMP will reduce the bounce rate to a significant extent

Heres a complete guide on how to get more leads and sales through mobile marketing.

Here you should observe two different terms paid content and personalized content. So far, we are using paid content for better reach of your business on social media. Paid content is worth investing in. Whether you seek conversions or engagement, sponsored ads on the social media help you out in achieving it. As millions of businesses are competing on a single platform, a lot of noise generated every day.

However, peoples resistance to general ads on social media is increasing. And the newsfeeds of social users are filling up with piles of content that most of the posts or tweets or pins are going unseen. Social media sites dont entertain any inconvenience caused to their users. So, they are also changing their algorithms like Facebook, and Twitter changed their newsfeed algorithm this year.

With these updated algorithms, users can see the personal posts or ads only that are more relevant to you.

So, your content must be personalized. It should touch a nerve of the audience. As a solution for this, I would suggest you leveraging the Influencer Marketing in your Social Media Marketing. If you are a B2B marketer, be like a B2C marketer with your customers on social media and make them intrigued about your business. Use analytics to help you reach the right users.

Billions of users and millions of competitors. To be in the race, marketers have to be smart. Deploying a huge workforce for making a manual effort may work for you in the traditional marketing. But in digital marketing, these things never work at all. There are repeated tasks and bundles of data to watch out. Automation is the only solution seems better for a digital marketer.

I believe it so. Given the large user count and bulk data transferred every day, people quickly forget an ad of yours seen an hour ago. Competing with your rivals, you have to make room in the mind of your potential audience. For this, you have to do the work that a human being cannot do all the time. For this, automation indeed a great need.

The graph above shows the results of a survey Which, if any, of the following benefits of marketing automation you actually realized? When used for more than two years, marketers have seen 74% better messaging and content publishing. Also, 69% of better lead management and 40% increase in the revenue.

In 2015, 91% of the successful marketers had agreed that automation is important for them. In 2016, a two-thirds of the marketers use the automation technology profoundly in their marketing. As per VB Insights, 77% of marketers saw the conversion increase and 80% marketers saw an increase in their leads.

The cost of the automation tools has come down, and theres many to choose from. Check out these 7 key automation tools for your social media campaigns!

So, I hope you wont be a digital market loser in the coming 12 months just because you dont use automation for your business.

Understanding the changes in the popularity of social networks is essential to marketers. And its important to evaluate the networks by active account usage besides the number users accounts they have. So lets have a look at some of the social networks which are growing more quickly than others.

Facebook is presiding its supreme power both in name recognition and the total number of users. It is the largest social media network with over 2,2 billion users, followed by YouTube and Instagram.

Some of the emerging social media platforms that you should pay attention to are:

And dont forget to check out the 10 most popular social networking apps right now!

Influencer marketing is picking up more than ever. The group of people who have the authority, ability, or platform to influence a definite audience has changed madly over the last 10 years.

When you combine influencers with video marketing trends, you get YouTubers. Theyve formed one of the most powerful influencer networks in the social media world. If you want to know HOW big influential theyve become, heres a video by Casey Neistat:

In this video, the YouTuber expresses his political preferences strongly and urges fellow YouTubers to do the same. The video collected millions of views, so imagine how big their influence on the public opinion is.

The ultimate way to comprehend who a social influencer is to find out who your audience would trust personally. Studies show 49% of Twitter users rely on recommendations from influencers.

The immense growth of social media networks has given an audience the opportunity to grow and create their personal brand every day. These socially savvy individuals offer value to brands since they know exactly how to:

Thats why Facebook is paying top social media influencers over $2M dollars to produce live content. By teaming up with the right people, you can reach thousands and in some cases millions of people in more efficient manner. Brands that are leveraging influencers to spread their message are experiencing nearly 10X rise in conversion rate.

Check out our step-by-step process to create your influencer marketing campaigns.

These will be the most significant social media marketing trends in the coming year. When it comes to video content, there are many things that you need to consider. Try to leverage Live streaming. Though its in its initial stage now, its showing a good impact on user engagement. And virtual reality is setting the stage to create a buzz. So, make plans to get the most out of these features for your marketing.

Make good relations with the influencers in your industry. Thats the best way to get personal with your audience.

Right now, social media is more about people than technology. Thus it has become a big deal for businesses. In the light of this fact, there are big consolidations happened like Microsoft acquiring LinkedIn. There is a possibility that someone is going to acquire Twitter. If this happens, there would be more changes and new trends will occur in the future.

So, keep your knowledge updated and forecast the things that matter to your business.

BIO: Sumit Ghosh CEO of Socioboard Technologies and the Marketing Head of Socioboard. He is responsible for the overall marketing strategy of SocioBoard which includes product roadmap, positioning, inbound demand generation and digital marketing. Make sure to follow their team on Twitter and Facebook.

_____________________Photo Credits: Visual Hunt

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The Most Significant Social Media Marketing Trends for 2020 ...

Social media is an undeniable asset to modern marketing campaigns, providing brands with direct access to prospective customers as well as offering up a cavalcade of creative ways to promote products and sell services.

However, with hundreds of billions of emails being sent every 24 hours, it would be wrong to write off this more traditional digital marketing solution as irrelevant in the social media age. Indeed there are some ways in which email marketing actually outdoes social platforms from a marketing perspective, and here are just a handful of these key benefits it has to offer.

The biggest downside of social media marketing is the immense difficulty that comes with proving you are getting a good return on your investment. There are so many variables and so much fragmentation that it is hard to trace a sale back to a social media post to demonstrate its effectiveness.

This is not the case with email marketing, because it is a more mature strategy and there are tangible ways to track the impact that campaigns have and link open to and clicks to conversions, especially through transactional emails.

Studies have consistently shown that email marketing is the way to go if you optimise your ROI, not just in comparison with social media marketing but also paid search ads. This is worth remembering when choosing an email API that may have the potential to improve your email marketing capabilities.

Although social media is pitched as being the best place to engage with customers today, it has its limits, especially when it comes to keeping existing customers onboard.

Conversely there is ample evidence that email marketing is a great tool for businesses to leverage in the battle for customer retention, as well as being impactful when it comes to acquiring new customers.

Email lets you reach out directly to people who have interacted with your business before, allowing you to rekindle a relationship that has gone dormant, deal with issues directly if they arise and provide a more personalised approach, which most consumers see as valuable.

Although email is a venerable communications solution at this point, it is still evolving and improving, with modern iterations allowing for more complex, immersive and engaging content to be offered through marketing campaigns which use it.

This means that it is possible for emails to match and even exceed the potential for multimedia integration and interactivity that is afforded by social media.

From including video content in messages to adding surveys and other interactive elements, emails can be made up of much more than plain promotional copy with a couple of images attached.

While some forms of digital marketing can feel like an imposition on consumers, especially in the social media space where ads clog up feeds, there is actually an expectation from plenty of customers that marketing messages sent via email will be worth receiving.

Basically, people are signed up to your mailing list for a reason and so if they like your brand, they will be happy when a new marketing message arrives in their inbox.

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Reasons Why Email Marketing Is More Effective Than Social Media Marketing In 2020 - NuWire Investor

COLUMBUS, Ohio, Feb. 17, 2020 /PRNewswire/ -- Studio MFP (https://studiomfp.com/) recently announced a social media marketing contest to highlight a spectrum of successful packaged services that it offers to help small businesses succeed. The contest features Studio MFP's suite of popular bundled monthly management skills like social media marketing, daily social media posting, digital advertising, reporting, analytics and more. Six total winners will receive one free month of Studio MFP social media services, valued at $3,096 each. Contestants are asked to fill out a simple, free online registration form to enter, accessed HERE. After registering, contestants can enter multiple times to increase their chance of winning.

"Our team is already very excited to meet the winners of this contest," said Studio MFP CEO, Mike Faga. "A few years ago, we started like most new businesses do: as a small company with great big ideas. We wanted to help nurture and launch other small businesses into the heights of success. And as we've grown, we have evolved with our clients in an organic way that allows us to meet their unique needs. That's always been one of our strengths: affordable, tailor-made services that help professionals expand in healthy and exciting ways. Ultimately, that's why we've decided to give away nearly $20K in free marketing services because we already know how valuable our talents are. Six lucky winners are about to find out as well."

Studio MFP Marketing-Package Contest

Six small businesses will win a free month of Studio MFP's social media marketing services. These skills are crafted to help jump-start the digital marketing presence for a small business, and cover one-month's adspend as well. Winners can construct their own subscription package to fit their marketing needs, valued up to $3,096 towards their first month and packages start at only $299. All setup fees will also be waived for winners. Services for the free month and their subscription include:

Businesses are encouraged to sign up for the contest immediately. Winners will be announced in mid to late March. Small businesses and contestants can enter HERE.

About Studio MFP

Founded in 2016, Studio MFP offers a wide range of solutions that help professionals, freelancers and small businesses succeed at what they do. With technology, customizations, and managed services, Studio MFP is a trusted problem solver that offers software, hosting, development, design, marketing, social media tools and so much more. To learn what Studio MFP can do to help your business thrive, visit: http://www.StudioMFP.com.

Media Contact: Mike Faga, CEO1-855-557-7637 ext 101234153@email4pr.com

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Studio MFP Sponsors and Hosts Social Media Marketing Giveaway -- Giving Away Nearly $20K in Free Professional Marketing Services to Winners - Yahoo...

Singapores National Environment Agency (NEA) has attracted 22 agencies for its social media tender, according to Gebiz. These include:

-3-Sixty Brand Communications,-Acecom Technologies,-And Whyte,-EG+ Worldwide,-Formul8,-H.E.A,-I Concept Innovation,-In the Wild,-IPG Mediabrands Singapore,-KPMG Services,-Maven Potter,-MediaCom Singapore,-METIA,-Mindshare Singapore,-Mongoose Publishing,-One9Ninety,-Protocol,-Red2 Digital Singapore,-Reson8 Creative,-Thetriadco,-WS Group,-Zoo Communications.

The appointed agency will be tasked to provide planning, managing, and monitoring of NEAs Facebook page, Instagram and Twitter accounts, and its Telegram channel. This does not includecampaign-specific social media accounts such as Clean & Green Singapore, the Stop Dengue Now, and the Eco Music Challenge Facebook pages.

The contract period will be one year, commencing tentatively from 1 April 2020 to 31 March 2021, with an option to extend for three consecutive terms of one year each.

In a tender document seen byMarketing then, the social media management team will be in charge of growing the fan and follower base for NEAs social media platforms, increasing positive engagement,building a positive relationship with audiences, encouraging behaviours that NEA wants to promote, andmotivating every individual to care for the environment as a way of life.

This is not the first government pitch to attract a slew of agencies. Earlier this month, the Land Transport Authoritysaw 16 agencies vying for its social media account. Meanwhile the National Youth Councils social media pitch saw 12 pitching for the account. Last year, when the Prime Ministers Office (PMO) called for a creative review, 22 agencies were invited for the briefing as well.

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NEA's social media pitch grabs attention with 22 interested parties - Marketing Interactive