Havas Play rolls out 60 free social media audits for SG60

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In celebration of Singapore's 60th year of independence, Havas Play Singapore has rolled out a new initiative titled "SG60 Social boost". The initiative aims to help businesses translate social content into measurable impact at a time of economic headwinds and intensifying competition for online attention.

As part of "SG60 Social boost", Havas Play Singapore will be offering 60 complimentary social media audits to Singapore-based brands looking to sharpen its social strategy and drive stronger commercial returns.

Developed in collaboration with customer engagement platform Emplifi, the audit will help brands identify blind spots, unlock new opportunities and set clearer performance benchmarks. It will also include an overview of a brand’s social media performance, key insights and a snapshot of actionable, culturally relevant recommendations.

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The launch comes amid rapid shifts in social media trends and platform performance. According to Emplifi’s "Social media benchmarks 2025 report", TikTok recorded a 21% median monthly follower growth in 2024, while Instagram grew by 6% and Facebook stagnated. At the same time, brands are spending more but not always seeing returns. Facebook Reels ad spend doubled last year, yet Instagram Reels delivered better engagement at a lower cost, said the report.

Other trends include surging interest in collaborative posts which can lift engagement by up to 3.4 times, and the growing impact of user-generated content, which many brands still underuse.

According to Kenny Yap, CEO of Havas Play Singapore, brands are under pressure to do more with less, especially in today's turbulent economic climate. "Social media has evolved. It is no longer just a channel for communication or community engagement, but a real driver of sales, perception, and performance,” said Yap.

Yap noted that while many businesses are posting consistently, they often fall short of achieving meaningful traction. “The issue isn’t effort - it’s clarity and alignment. That’s why we launched the 'SG60 Social boost' campaign: to give 60 Singapore brands a free, expert-led social media audit. In this milestone year for the nation, we want to help companies sharpen their digital edge and unlock growth through smarter, more strategic use of social.”

In tandem, Pankaj Nayak, CEO of Havas Media Network Singapore and president, SEA – Havas Media said the agency's focus is on helping brands create meaningful connections that translate into real business impact, especially at a time when attention is fragmented and consumer expectations are evolving fast.

"As the lines between media, content, and commerce continue to blur, brands can no longer afford to treat social as a siloed channel. It must be integrated into the heart of strategy, creativity, and performance," stated Nayak.

The SG60 Social Boost is just one example of how we’re stepping up to support businesses with practical, insight-led solutions — but more importantly, it reflects our broader commitment to building brands that are not only relevant today, but resilient tomorrow," he added.

“Many teams are so focused on content delivery that they rarely get the space to reflect,” Yap added. “This initiative creates that space — a strategic reset to help companies better navigate a hyper-crowded and challenging space.”

Brands can apply for the free audit from 15 July via the SG60 Social Boost microsite. The offer is open to companies across all sectors with at least one active social media account.

The initiative comes after Yap's recent promotion to Havas Play Singapore CEO. Yap was previously taking on the role of managing director for over six years where he drove integrated solutions comprising PR, social media and performance marketing, content marketing and influencer marketing for the group.

In his expanded role, Yap will spearhead Havas Play's strategic growth and presence in Singapore and across Southeast Asia.

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