Beauty Insider × GLITZ — SR Campaign Playbook

Strategy at a glance1 SR client · 12 months · 1.5M impressions

1.5M

Total impressions

12 mo

Campaign length

6 posts

Deliverables

4 posts

Thematic carousels

SG+MY

Both markets

Quarterly

Reporting cadence

Campaign purpose

12-month Meta boost programme for one SR client. Goal: 1.5M impressions across FB + IG in SG and MY, built around the Insider Write-Up article and all content deliverables.

How the year flows

Month 1: Article link post + carousel launch (800K combined). Months 2–12: 4 thematic carousel posts spread one per quarter (175K each = 700K total).

Market split

SG and MY are separate clients. Each runs independently — SG client targets SG only, MY client targets MY only.

Pacing rule

Target ~375K per quarter. Q1 exceeds this naturally. If a thematic underdelivers, extend boost by 2–3 days or increase daily budget.

Thematic format

Occasion-led carousel featuring multiple brands. SR client always takes slide 2 — highest engagement position, seen even by users who don't swipe.

Reporting cadence

Pull metrics per deliverable within 3 days. Quarterly check-ins Q1–Q3. Full annual wrap in Month 12.

6 DeliverablesWhat they are · When · Impression target

Evergreen article link post

450K impressions · 30% of total

WhenMonth 1 · 28 days always-on

ObjectiveTraffic (website clicks)

FormatSingle image + link to SR article

MarketsSG client · MY client (separate)

PurposeDrive reads to the SR article

Multi-carousel brand post

350K impressions · 23% of total

WhenMonth 1 · 10–14 days

ObjectiveReach & Frequency

FormatCarousel + slideshow ad

MarketsSG client · MY client (separate)

PurposeProduct spotlight + brand recall

Thematic carousel posts × 4

175K each · 700K total · 47% of annual target · occasion-led multi-brand carousel · SR client = slide 2 always

Thematic 1

~Month 2

CNY · Valentine's · Women's Day

Thematic 2

~Month 5

Mother's Day · Hari Raya

Thematic 3

~Month 8

National Day SG · Merdeka MY

Thematic 4

~Month 11

11.11 · 12.12 · Christmas

Impression split1,500,000 total · per SR client per market

Evergreen article link post

450K · 30%

Multi-carousel brand post

350K · 23%

Thematic carousel 1 — Q1

175K · 12%

Thematic carousel 2 — Q2

175K · 12%

Thematic carousel 3 — Q3

175K · 12%

Thematic carousel 4 — Q4

175K · 12%

Annual total1,500,000 impressions

Article post — 450K

270KSG client

180KMY client

Carousel — 350K

210KSG client

140KMY client

Each thematic — 175K

105KSG client

70KMY client

Market strategySG and MY are separate clients

Rule: SG client = boost to SG only. MY client = boost to MY only. Never combine in one ad set.

SG client

SGD

PageBeauty Insider SG page + IG account

GeoSingapore only

LanguageEnglish

AudienceWomen 18–44 · Beauty interests

CurrencySGD

Impression target1.5M per SR campaign

MY client

MYR

PageGLITZ Malaysia page + IG account

GeoMalaysia only

LanguageEnglish + Malay

AudienceWomen 18–44 · Beauty interests

CurrencyMYR

Impression target1.5M per SR campaign

Suggestion

Run each market as a completely separate campaign in Ads Manager. This keeps reporting clean — each client only sees their own market numbers. If you have a campaign that features brands from both SG and MY (e.g. thematic carousel), still create separate boosts: one targeting SG, one targeting MY.

Estimated boost budgetPer deliverable · SG (SGD) and MY (MYR)

Based on typical Meta CPM for beauty audiences: SG SGD 6–10 / 1,000 impr. · MY MYR 8–14 / 1,000 impr. Actual spend may vary.

Deliverable	Impressions	Duration	Est. SG budget	Est. MY budget
Evergreen article post	450K	28 days	SGD 2,700–4,500	MYR 3,600–6,300
Multi-carousel brand post	350K	10–14 days	SGD 2,100–3,500	MYR 2,800–4,900
Thematic carousel 1	175K	5–7 days	SGD 1,050–1,750	MYR 1,400–2,450
Thematic carousel 2	175K	5–7 days	SGD 1,050–1,750	MYR 1,400–2,450
Thematic carousel 3	175K	5–7 days	SGD 1,050–1,750	MYR 1,400–2,450
Thematic carousel 4	175K	5–7 days	SGD 1,050–1,750	MYR 1,400–2,450
Annual total	1.5M	12 months	SGD 9,000–15,000	MYR 12,000–21,000

These are estimates per client per market. SG and MY are billed and reported separately — each client's budget is fully independent.

How to post · Post 1 of 6Evergreen article link post · 450K impressions · Month 1

beautyinsider.sg/makeup-primer-singapore/

HERO IMAGE

Best Makeup Primer Singapore for Fresh & Smooth Makeup Look

beautyinsider.sg

@beautyinsidersg Your base, perfected. We tested SG's top primers so you don't have to — see the full ranking now. 👇 Link in bio

SR article: beautyinsider.sg/makeup-primer-singapore/

ImageUse the article hero image. If CTR drops below 1% after 7 days, swap to a product flat lay or close-up from inside the article.

CaptionKeep under 125 characters so it doesn't truncate in feed. Lead with a hook — 'SG girls, we tested…' 3–5 focused hashtags max.

CTA buttonSet to 'Read more' pointing directly to the SR article URL. Never link to homepage.

BoostTraffic objective · Auction · FB Feed + IG Feed + Stories + Reels · 28 days · separate ad sets per market.

A/B testWrite 2 caption variants — informational vs listicle hook. Kill the loser at Day 7 and run the winner for the remaining 21 days.

How to post · Post 2 of 6Multi-carousel brand post · 350K impressions · Month 1

Slide 1
Hook

Best primers in SG right now 👇

1/4

SR CLIENT
Slide first

[SR Brand]
Key benefit · Price

2/4

Slides 3–5
Other brands

[Brand]
Benefit · Price

3/4

Last slide
CTA

Full review at Beauty Insider →

4/4

Slide order

Hook → SR client (slide 2) → other brands → CTA slide linking to SR article.

SR client placement

SR client always gets slide 2. Max visibility even for users who don't swipe all the way through.

Caption

1–2 lines max. 'Swipe to find your perfect primer match ✨ Full review at link in bio.' Tag the client brand.

Boost

Reach & Frequency · IG + FB Feed · 10–14 days · separate ad sets per market · freq. cap 2×.

How to post · Posts 3–6Thematic carousel posts × 4 · 175K each · 5–7 day burst · one per quarter

beautyinsidersg

THEMATIC IMAGEMother's Day visual
with client brand product

@beautyinsidersg To every mum who taught us that good skincare is self-care 💐 Swipe for our top picks. #MothersDay #BeautyInsider #[BrandName]

DesignOccasion-first visual. Brand product appears naturally in the image — not a hard sell. SR client always on slide 2.

Why it worksMulti-brand carousel reads as editorial content, not a paid ad. Audiences trust curated content more. SR client benefits from being featured alongside other credible brands.

Caption + CTAWarm, occasion-led tone. 2–3 sentences + 3–5 hashtags. Include brand hashtag + #BeautyInsider + occasion hashtag. Soft CTA only — 'Link in bio.'

BoostReach & Frequency · FB + IG Feed + Stories · 5–7 days · Women 18–55 + occasion interest · separate ad sets per market · freq. cap 2×.

TimingPublish 3–5 days before the occasion. Pause boost day after occasion ends. Space each thematic at least 6–8 weeks apart.

12-month campaign calendarMonth-by-month posting & boosting schedule

Launch deliverables

Boost window

Thematic burst

Reporting

Optimisation

Q1 — Months 1–3 (Launch quarter)

Mo 1

SR article publishedArticle link post → Traffic boost 28 daysCarousel post → Reach boost 10–14 days

Mo 2

Thematic carousel 1 — CNY / Valentine's / Women's DayReach boost 5–7 daysPull post metrics

Mo 3

Q1 reporting checkpointCumulative vs 800K target · CPM review

Q2 — Months 4–6

Mo 4

Creative check — swap image if CTR < 1%

Mo 5

Thematic carousel 2 — Mother's Day / Hari RayaReach boost 5–7 daysPull post metrics

Mo 6

Q2 reporting checkpointPacing check — on track for 1.5M?

Q3 — Months 7–9

Mo 7

Audience refresh if neededRe-boost article if behind pace

Mo 8

Thematic carousel 3 — National Day SG / Merdeka MYReach boost 5–7 daysPull post metrics

Mo 9

Q3 reporting checkpointRunning total vs 1.5M

Q4 — Months 10–12 (Close quarter)

Mo 10

Final thematic prep + budget check

Mo 11

Thematic carousel 4 — 11.11 / 12.12 / ChristmasReach boost 5–7 daysPull post metrics

Mo 12

Annual wrap reportAll 6 deliverables · SG/MY · CPM · Best thematic · Next cycle reco

Meta boost settingsObjective · Placement · Audience · Duration per post

Article link post

450K · 28 days · Month 1

ObjectiveTraffic (website clicks)

Buying typeAuction

FormatSingle image link post

PlacementsFB Feed · IG Feed · Stories · Reels

SG ad setWomen 18–44 · Beauty interests

MY ad setWomen 18–44 · Beauty interests

A/B test2 captions · kill loser Day 7

CTARead more → SR article URL

Multi-carousel brand post

350K · 10–14 days · Month 1

ObjectiveReach

Buying typeReach & Frequency

FormatCarousel (SR client = slide 2)

PlacementsIG Feed + FB Feed only

Ad setsSeparate per market

Frequency capMax 2× per person

Last slideCTA → SR article link

Thematic carousel posts × 4

175K each · 5–7 days · quarterly

ObjectiveReach

Buying typeReach & Frequency

FormatMulti-brand carousel

PlacementsFB + IG Feed + Stories

AudienceWomen 18–55 · broader + occasion

Freq. cap2× combined

Publish timing3–5 days before occasion

Pause ruleDay after occasion ends

Reporting guideMetrics per post · Quarterly checkpoints · Annual wrap

Article post

Impressions (total)
Reach (unique accounts)
CTR — target ≥ 1%
Link clicks to SR article
CPM (SGD + MYR)
SG vs MY split

Carousel post

Impressions (total)
Reach (unique accounts)
Swipe-through rate ≥ 15%
Slide completion rate
CPM (SGD + MYR)
Frequency — target ≤ 2×

Each thematic carousel

Impressions — target 175K
Reach (unique accounts)
CPM (SGD + MYR)
Swipe-through rate
Frequency — target ≤ 2×
SG vs MY split

Quarterly checkpoint summary

Q1 (Month 3)	800K	Article + carousel + Thematic 1 · Cumulative total · CPM · CTR
Q2 (Month 6)	975K	Thematic 2 · Cumulative · Pacing note · Budget remaining
Q3 (Month 9)	1.15M	Thematic 3 · Cumulative · Creative performance · Audience notes
Annual wrap (Mo 12)	1.5M	All 6 deliverables · SG/MY · CPM per post · Best thematic · Next cycle reco

Budget insightUnderstanding CPM and why the estimates are realistic

What is CPM? CPM stands for Cost Per Mille — the cost to deliver 1,000 impressions. It is the standard unit Meta uses to charge you for boosting. The higher the CPM, the more expensive it is to reach your audience. You do not control CPM directly — Meta sets it based on competition, audience, placement, and timing.

Formula: Impressions needed ÷ 1,000 × CPM = Budget required

Singapore (SGD)

CPM: SGD 6–10

Why SG is expensive

SG is one of the priciest Meta markets in Asia-Pacific — on par with Australia and Hong Kong. The beauty audience (women 18–44) is small in total population but highly sought-after. High demand + limited supply = higher CPM.

Seasonal spikes

CPM rises 20–40% during Q4 (Oct–Dec) due to 11.11, Black Friday, and Christmas. Plan higher budgets for thematic boosts during these months.

The maths (article post, 450K impr.)

SGD 6 CPM: 450,000 ÷ 1,000 × 6 = SGD 2,700 | SGD 10 CPM: 450,000 ÷ 1,000 × 10 = SGD 4,500

Malaysia (MYR)

CPM: MYR 8–14

Why MY is more affordable

Malaysia has a larger addressable beauty audience and lower advertiser competition vs SG. Meta can find and serve your audience at a lower cost. MY CPM for beauty is typically 30–50% cheaper than SG for the same audience profile.

Seasonal spikes

CPM rises during Hari Raya, Merdeka, and 12.12 sale season. Budget 15–25% more for thematic boosts timed to these occasions.

The maths (article post, 450K impr.)

MYR 8 CPM: 450,000 ÷ 1,000 × 8 = MYR 3,600 | MYR 14 CPM: 450,000 ÷ 1,000 × 14 = MYR 6,300

Beauty Insider × GLITZMeta Boost Playbook

Beauty Insider × GLITZ
Meta Boost Playbook