Agency case study · Business chamber · Singapore
SICCI's notices average 6 likes, its one post about a person drew 176
Fyreflyz used SOMIN to compare 25 posts from the Singapore Indian Chamber of Commerce & Industry (SICCI) with 1,820 from six peer chambers. SICCI held 1.4% of chamber posts; the pitch builds three people-led series.
The challenge
SICCI's 1.4% share: six peers publish 73 posts to its one
SICCI's 25 posts in 90 days, 13 unique, were mostly notices and event recaps. Volume was not the only problem.
The approach
SICCI's 25 posts against 1,820 from six peer chambers
- Read monthly trends, Feb to Aug 2026, against August 2025.
- Measured likes per post by post type.
- Mapped the themes peers crowd, own or leave open.
- Built three insight stories, nine propositions and 50 moment triggers.
Key findings
People posts, crowded India and an untold heritage story
People beat notices in the same feed
Event recaps averaged 52 likes; the peer average is 16.8 engagements per post.
India is crowded, the entry story is not
India is 25.1% of peer posts and 44% of SICCI's; CII posts 40 times more, but about India, not a Singapore firm's entry.
Heritage is about 4% of peer posts, with no teller
CII's 'Did you know?' heritage post drew 206 likes and 48 shares, roughly ten times its usual. SICCI dates from 1924.
What SOMIN delivered
Three people-led series, 36 posts and 27 creative concepts
- Series: India, one member at a time; the paperwork, explained by people who do it; a hundred years, told by the families who built it
- Nine SOMIN membership propositions, the three strongest in full
- A 12-week calendar from 7 Sep 2026: three posts a week, 13 lead posts and a Deepavali anchor
- Nine creative concepts per series, across the funnel
“Nobody enters India because of a report. They go because someone they trust already did.”
From the SOMIN pitch
The outcome
SICCI moves 36 posts from notices to people, tracked by likes
Fyreflyz's youth crew shoots them at 31 Stanley Street. Success is likes per post against today's 6 for notices and 176 for people, reported every Friday.
FAQ
SICCI 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.
Which chambers was SICCI compared with?
CII, ASME, SICC, SCCCI, SBF and SMCCI: 1,820 posts in 90 days against SICCI's 25.
Is the heritage theme confirmed open ground?
No. With no creator panel the read was partial, so heritage is marked possibly open, a hypothesis to test.
How were the creative concepts scored?
All 27 were scored for predicted clickability. None reached the 0.80 bar; the best, 35%, came from the India series. These are predictions, not results.
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