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How did SG50 play out on social media?

In the month leading up to Singapore’s Golden Jubilee celebrations, Singapore took to social media to celebrate, share and reminisce. There have been more than 52,000 mentions of SG50 in the last 30 days, according to figures released by Adobe.

The report highlighted that 63 per cent of the mentions expressed either joy, admiration or anticipation at the upcoming celebration.

Comparing the last two weeks of social buzz, mentions of SG50 increased 55 per cent week on week between comparing July 28 to August 3 and July 21 to July 27, according to the report.

According to the report, in the same time period, social posts expressing Joy and Admiration increased 100 per cent.

Singapore’s founding father, Lee Kuan Yew, remained the top topic of discussion for Singaporeans with 42 per cent of posts mentioning him expressing sadness and 24 per cent expressing admiration.

Other hot topics on social media included SG50 Social Terrain, London vs Singapore, Tiger Beer & Guerrilla Marketing, and SG50 driving Mobile engagement.

The report highlighted that The Celebration Fund projects across the nation generated an outpouring of social commentary and images from events commemorating a wide variety of aspects of life in Singapore, leveraging hashtags such as #HeartstringsWalk, #SGEatWithUs and #SGHeartMap

The SG50 mobile apps developed in celebration of the Jubilee have proved to be popular with 150,000 downloads of the apps in just under a month.

According to the report, Changi Airport saw social activity surge after they unveiled 50 new SG50 attractions, including a giant durian model and children’s play areas, across the three terminals. Mentions of Changi Airport increased by 44 per cent when the attractions were unveiled at the terminals in mid-July.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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