A mascot called Auntie Savvy, served on search intent, earned 1.16 million views for consumer protection

The pandemic pushed Singaporeans online to shop, and the risks came with them: scams, counterfeit goods, and orders that never arrived. CASE, the Consumers Association of Singapore, had the advice people needed. The problem was reach.

Advisories only work if people read them, and the people most exposed to online-shopping harm were rarely the ones already following a consumer-rights body. CASE needed to educate a broad public, not preach to an audience that was already careful.

We gave consumer protection a face. "Auntie Savvy" was a mascot built to feel like someone's sharp, no-nonsense neighbour, the kind of aunty who has seen every trick and will tell you exactly how to avoid it. She carried CASE's advice through short-form video and comic-style carousels across YouTube, Facebook and Instagram, warm and local enough that people watched to the end instead of scrolling past.

The real mechanic was search. We mapped Singapore's top 100 search terms around online-shopping risk, from "prepayment protection" to "escrow" to a specific spa package that had just collapsed, and used them as the targeting backbone of the campaign.

Each piece of Auntie Savvy content was then served on that intent, through hyper-targeted YouTube pre-roll and tailored creative triggered by what a person was searching for, backed by Google Display, Facebook and Instagram. Instead of pushing a generic advisory into a feed, we surfaced the exact answer at the moment someone was worried about the exact problem. That is why a hard-sell education topic behaved like content people wanted.