Special Report Campaign Playbook

Beauty Insider × GLITZ
Meta Boost Playbook

This playbook covers all 6 deliverables per SR client — what to post, when to boost, how to caption, and what to report across a 12-month campaign.

1.5M Impressions 12-Month Campaign 6 Deliverables SG + MY
Facebook · Instagram · SG client (SGD) · MY client (MYR) · Quarterly reporting + Annual wrap
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.
DeliverableImpressionsDurationEst. SG budgetEst. MY budget
Evergreen article post450K28 daysSGD 2,700–4,500MYR 3,600–6,300
Multi-carousel brand post350K10–14 daysSGD 2,100–3,500MYR 2,800–4,900
Thematic carousel 1175K5–7 daysSGD 1,050–1,750MYR 1,400–2,450
Thematic carousel 2175K5–7 daysSGD 1,050–1,750MYR 1,400–2,450
Thematic carousel 3175K5–7 daysSGD 1,050–1,750MYR 1,400–2,450
Thematic carousel 4175K5–7 daysSGD 1,050–1,750MYR 1,400–2,450
Annual total1.5M12 monthsSGD 9,000–15,000MYR 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
Read more
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)800KArticle + carousel + Thematic 1 · Cumulative total · CPM · CTR
Q2 (Month 6)975KThematic 2 · Cumulative · Pacing note · Budget remaining
Q3 (Month 9)1.15MThematic 3 · Cumulative · Creative performance · Audience notes
Annual wrap (Mo 12)1.5MAll 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 × GLITZ · Special Report Campaign Playbook · Facebook + Instagram · SG + MY