Getting Singaporeans excited about NDP, TikTok style
Singapore’s National Day Parade (NDP) is one of the most anticipated events of the year. But for the past two years, celebrations have been muted due to pandemic safety concerns.
As we return to a bigger, grander parade in 2022, we wanted to mark the occasion in a big way, on social media. Through a fun and educational initiative, we wanted to get Singaporeans young and old excited about celebrating the nation again.
Collaborating with 2022’s National Day Parade Commander Lieutenant Colonel Desmond Fu, we launched a National Day TikTok challenge to let Singaporeans experience what it’s like to be an NDP parade commander.
As part of the challenge, people were tasked to piece together a ‘jumbled up’ NDP command by commenting in the video with the right sequence.
Paying tribute to the much-loved parade and ceremony segments of the NDP, the initiative introduced little-known NDP commands to the public in a fun and engaging way, and created interest in the NDP amongst a new generation of youths.
Within a week, the video became one of the top 10 most viewed TikTok videos historically with:
160K organic views
6% reach engagement rate
The challenge earned quality comments, and drove NDP viewership amongst youths and young adults. We even captured the attention of Uncle Raymond, a TikTok sensation known for dancing at different locations across the island!