Agency case study · Youth charity · Singapore
YMCA does not have a storytelling problem, it has a distribution problem
Fyreflyz used SOMIN to read 416 posts from YMCA of Singapore and six peers over 90 days. The same story earned 54 engagements on Instagram and 1 on Facebook, and no one ran paid ads.
The challenge
YMCA's 18.8% share of category content earns 18.0% of engagement
SHINE Children & Youth Services posts 77 times to YMCA's 78 yet earns 49% more engagement. The pitch had to find the leak.
The approach
80 YMCA posts against 407 from six peers
- Put YMCA and six peers in one SOMIN workspace.
- Audited 50 YMCA posts by channel, format, tone and framing, using medians.
- Checked 12 months of paid ads across all seven.
- Tracked four monthly trend windows and mapped territory YMCA leaves open.
- Built three territories from SOMIN personas, tensions and stories.
Key findings
Where YMCA's engagement leaks: channel, guests and territory
Same story, 54x apart
It was a vocational-training story. Facebook takes 30% of output for a median of 3, against 19 on Instagram.
The best post was a guest's
A guest's post on a YMCA event drew the quarter's top 383 engagements. YMCA's own post earned 0.
The strongest territory is under-used
Impact You Can See returns 27.45 per post against a 19.7 average, on 29 of 80 posts (36%). Inclusion takes 41% but returns least, 17.12.
What SOMIN delivered
Three territories, 21 propositions and 54 creatives for YMCA
- Activations for Impact You Can See, Everyday Good and Champions of Inclusion
- 21 SOMIN propositions, five in full
- 40 dated slots in 13 weeks, each tied to a moment trigger
- Illustrative paid-funnel tiers of S$30,000, S$60,000 and S$120,000
- Creatives across three pillars and funnel stages
“Nothing about the story was wrong. The distribution was.”
From the SOMIN pitch
The outcome
YMCA should fix distribution before making more content
The first moves cost nothing: halve Facebook organic posts, add a retargeting pixel and donor-nurture audiences, and brief guests who post about YMCA. Projected engagement per organic post: 19.7 to 26.0 in 13 weeks.
FAQ
YMCA Singapore 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 data did the YMCA pitch use?
Public posts from YMCA and six peers, 22 May to 20 Aug 2026, and 12 months of paid ads. No audience or donation data.
Why cut Facebook instead of adding content?
Facebook's median is 3 per post, so the effort moves to Instagram and Facebook carries paid distribution only.
Are the pitch targets guaranteed?
No. They are projections from category benchmarks and YMCA's baselines. Data starts on 21 Apr 2026, so trends are single-cycle and unverified.
Get the full YMCA Singapore case study
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