Agency case study · Youth volunteering · Singapore
Heartware puts 87.9% of its posts in two voices, and nobody owns a third
Fyreflyz used SOMIN to read 1,230 posts from Heartware Network and its category. 87.9% of Heartware's posts used two voices, it ran no paid placements, and its own hypothesis failed.
The challenge
Heartware holds 20.2% of category voice but sounds like the rest
Heartware Network trails only the Cyber Security Agency of Singapore, yet 116 of its 132 posts use The Sage or The Caregiver voice, like most of the category.
The approach
1,230 posts in three cohorts and one tested hypothesis
- Read 132 Heartware posts against six competitors (522) and seven youth-sector organisations (576).
- Tagged archetype, tone, content type, audience and captions.
- Scored nine territories for whitespace.
- Tested the client hypothesis and checked 12 months of paid ads.
- Drew on 20 SOMIN studies in two workspaces.
Key findings
Heartware's two voices, failed hypothesis and Facebook gap
85.2% of competitor and youth-sector posts use two voices
They are The Sage and The Caregiver, across 1,098 posts. Heartware is at 87.9%, with a cohort-low 4.5% in Creator, Explorer or Jester.
Skill-based volunteering is not whitespace
Heartware is at 25.0%, competitors at 28.2%. Only 1 of 9 territories, restoring self-worth and dignity, clears the test.
One recap: 337 likes on Instagram, 0 on Facebook
The copy was identical. Facebook takes 22% of output at 3.1 engagements per post, against 155.1 on Instagram.
What SOMIN delivered
An SGD 120,000 media plan, a Q4 calendar and 54 creatives
- Three pillars: Unfiltered Stories, Level Up Your Impact and Micro-MAD Moments
- 12 propositions on three insight stories
- 39 dated Q4 slots, three a week, none for Facebook
- A twelve-month plan, an SGD 33,000 Q4 pilot and three-case KPI projections
- Creatives across pillars and funnel stages, plus a measurement plan
“Everyone bought the lectern and the safety net. Nobody bought the workbench.”
From the SOMIN pitch
The outcome
Heartware's plan: 45% of budget behind volunteer-authored stories
Another 40% backs proof of what named young people can now do. Micro-MAD Moments is a capped SGD 12,000 test with a public readout on 31 Dec 2026.
FAQ
Heartware Network case study FAQ
About SOMIN
SOMIN is a Singapore-based AI marketing-intelligence platform. It turns real-time competitor and audience data into pre-scored propositions, briefs and creative concepts for brands, agencies and creator programmes across 11+ markets.
Built by seasoned marketers and an AI professor: the methods behind this study are peer-reviewed at AAAI, ACM Multimedia, SIGIR, WSDM and in ACM TOIS. See the research and talks.
What was wrong with the client's hypothesis?
Heartware assumed skill-based volunteering was open ground. It was not, so the pillar now rests on proof of what volunteers can do.
Why does Facebook get no budget line?
Identical creative scored 337 likes on Instagram and 0 on Facebook. Meta is bought as one Instagram-optimised pool; Facebook takes spill only.
How reliable are the sign-up projections?
They are modelled in three cases. The plan uses 520 to 2,792 YouthBank sign-ups in 12 months; the 12,061 stretch case is a ceiling above onboarding capacity.
Get the full Heartware Network case study
Every page of the agency pitch: the data, the whitespace, the personas and the creative. Free, straight after a short form.