Ministry of Transport
See how One9ninety partnered with the Ministry of Transport to strengthen its presence on social media, creating engaging content that highlighted Singapore’s world-class transport system and boosted public engagement beyond the national benchmark.
Background & Key Challenges
Conversations around Singapore’s transport system often revolve around hot-button issues such as COE prices or train disruptions. This posed a challenge for the Ministry of Transport (MOT), which wanted to shift perceptions by showcasing the breadth of Singapore’s highly advanced and integrated transport network, aviation hub, and maritime port. To do so, MOT needed to demonstrate its relevance and strengthen its connection with Singaporeans on social media.
Solution
One9ninety developed a holistic social media strategy designed to keep MOT current and engaging in the digital space. A wide variety of high-quality content was produced, including videos, reels, animations, and illustrations, to communicate policies and initiatives in a clear and relatable way.
As part of an ongoing retainer, our scope of work included:
- Social media audit & strategy
- Content planning & creation
- Community management
This ensured MOT not only delivered engaging content but also maintained a consistent, audience-first presence across platforms.
Results
- On Instagram and Facebook, average engagement rate rose to 5.2%, well above the Singapore benchmark of 4.1%.
- Pages experienced a steady increase in followers, reflecting stronger trust and growing community interest.
Platforms
Facebook, Instagram
By combining strategy, creativity, and ongoing community engagement, One9ninety helped the Ministry of Transport build positive sentiment and reaffirm its role in shaping Singapore’s world-class transport system.
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