Last year, SingTel introduced its brand new 4G services in Singapore. To engage demanding and frustrated consumers about the possibilities and speed of the new 4G services, SingTel launched the campaign "When You Need Speed ​​Now". The social media campaign was created in collaboration with talented Singaporean comedian Hossan Leong. The campaign began at 9am on 14 March 2013, HHHHH took over SingTel's Twitter handle and invited SingTel consumers to share cases. of real life when they have a high 4G speed will come in handy, using the hashtag #Need4GSpeed ​​After the invitation was sent, suggestions flooded SingTel's Twitter and his team then took more ideas witty jokes and turned them into improvised comedy skits which were then posted on SingTel's YouTube channel and Twitter within minutes. In those short 9 hours of the campaign, 23 videos were uploaded, accompanied by many more tweets and images to keep the conversation moving. For this campaign, SingTel leveraged the growing social media literate population in Singapore to create awareness of the capabilities and speed of its 4G services on its social media platform. It created a hashtag on Twitter, #Need4GSpeed, to get consumers to discuss the benefits of 4G access. The objective of the campaign was to create awareness about the "When You Need Speed ​​Now" campaign. The campaign objective aimed to increase brand awareness, reach and conversation about SingTel and its latest 4G services. The purpose and objective was clear in SingTel's use of social media: the creation of a platform where consumers could express their opinions and expect... middle of paper ......am, Gap posted a message on its Instagram account, inviting the first 15 commenters to take part in the "What I Wore Today" (#WIWT) challenge. The 15 respondents who agreed to take part in the challenge each received a message asking them to upload their outfit of the day along with the hashtag #WIWT, to win a limited edition Gap product. This challenge created a buzz and a tremendous amount of positive sentiment among Gap's Instagram followers, further connecting and maintaining the relationship between Gap and its customers. Instagram's direct messaging feature works differently from Snapchat as sent photos or videos will not be deleted after 10 seconds. This gives Instagram users the opportunity to continue the conversation without having to end it, which makes it a more viable option as a social media platform for brands' advertising strategies..