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ASEAN Social Media Strategy - mc Digital

ASEAN Social Media Strategy



The ASEAN Secretariat is responsible for the promotion and the visibility of the ASEAN organisation – an international union of independent south east Asian states working together for economic growth and stability.

Our task :

To solve the problem of lack of international visibility of the ASEAN Secretariat and lack of social media engagement from the community.

Project Details

Client ASEAN organisation

Date 2011-2012

What we did :

  • creating a strategic framework to rapidly grow the engagement of the population with ASEAN activities and to visibly promote ASEAN as an organisation working towards the benefit of the region
  • implementing a complete style guide revamp for ASEAN (including the existing logo) and providing a framework and guidance on color and message language
  • creating an extensive strategic document outlining the activities and editorial guidelines for ASEAN which resulted in a 300% increase in media engagement with ASEAN-related news and press-releases, as well as a rapid growth of Facebook and Twitter followers.
  • putting in place multilateral training for the staff of the Secretariat (involving key stakeholders and social media players) in order to provide the necessary knowledge and expertise to the ASEAN staff.

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