Musecomm
SAP Skills University Digital Marketing

Turning aspirations
into opportunity

We had to create interest in the SAP learning courses being offered online in Singapore. SAP Skills University was a collaboration between SAP and SkillsFuture Singapore, creating a place for people to explore digital skills, certifications, and career possibilities. As the first initiative of its kind outside Germany, the challenge was to reach people across Singapore who were at different points in their learning journey — some starting out, others looking to pivot or stay relevant as technology evolves.

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What we
set out to do

Build awareness for SAP Skills University Singapore among individuals looking to upskill, reskill, or simply keep up with change.

The communication needed to speak to a wide mix of learners, from early-career professionals to those considering a shift into technical roles, and clearly show how learning could connect to real career outcomes.

How we went
about it

Our research showed that interest in SAP Certifications alone was limited. So instead of leading with courses, we chose to begin with intent.

We framed the campaign around the broader SkillsFuture movement and SAP’s role in digital transformation. The messaging focused on staying relevant, building in-demand skills, and opening doors to future opportunities.

The digital rollout included responsive ads, Google display and search ads, and a focused landing page. Messaging was tailored to different motivations, whether it was career growth, recognized certifications, or keeping pace with change. This helped the communication feel useful and relatable, not promotional.

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Musecomm
Musecomm
Musecomm
Musecomm
Musecomm
Musecomm

What it led to

The campaign reached learners across Singapore, generating 152.54 Mn impressions and 1.89 Mn interactions.

It helped SAP Skills University break through awareness barriers and connect with people ready to invest in their next step.

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