SPCA Singapore: Social Media

Instagram, Facebook, Linkedin, Media
SPCA Singapore
2020 - 2022

SPCA Singapore is a registered animal welfare charity with IPC status. Relying mainly on donations from the public, the Society runs 24/7 emergency rescues, cruelty & welfare investigations, Singapore’s only community animal clinic, sterilisation and adoption programmes, an animal shelter, education outreach and more.

Giving the animals a voice, literally.


As the lead social media strategist for SPCA Singapore, I helped transition their previously serious and careful voice to a more personal and animal-oriented one. Across Facebook and Instagram, the channels saw a 26% increase in overall engagements since I joined the team.


Sensationalising our day-to-day!


As a shelter, the SPCA was a gold mine of content if you knew where to look. I capitalized on our daily happenings such as rescues, clinic surgeries, and adoption features, which raked up the bulk of our engagement. By doing so, not only were we providing insights into what goes on behind the scenes (creating more trust as a brand), it also captured a tremendous amount of attention from news outlets. Additionally, by constantly building connections and rapport with reporters, journalists, and publicists, I increased our opportunities for collaborative features and outreach ideas.

We had an average of 22 media features per month, with common agencies including Mothership, Mustsharenews, Channel News Asia (CNA), and Singapore Press Holdings (SPH).

Our animals don’t need a makeover... but our social media sure did.


To ensure that the stories were getting the clicks and likes to increase engagement, I refreshed the overall visuals of our pages. Moving away from the typical “shelter-blur-and-pixelated” style, I opted for a more “social-media-worthy” look. The change received a huge positive response with followers writing in to compliment the new look.



High rate of positive responses

Everyone is tired of humans talking, so I let the animals take the lead.


Reaching out to the animal-loving community is, without a doubt, a valuable resource when it comes to generating content. Petfluencers are on the rise after all!

I ran at least one small interactive campaign every 3 months, allowing followers to feel more connected to the organisation.

One such campaign was our “Animal Takeover” Instagram Stories session. I did a 4 hours live-story that had our animals spilling “secrets” to the followers - the interaction allowed us to converse with the public more personally whilst answering questions that are often over-scripted.

The campaign itself saw a 113% increase in engagement rates.

Even animal shelters are keeping up with the times!


What is social media engagement without keeping up with the trend? With the rise of short-form video content, I had to get on the reels bandwagon. Our reels were created with the sole purpose of being entertainment starring our animals, and they averaged at a 5% engagement rate, which is 2x higher than industry average.