This document summarizes SingTel's use of video content marketing to build its brand persona. It discusses defining a brand voice through relevant content pillars and personas. SingTel creates entertaining and educational videos that show heart and add value to engage audiences and get their involvement. This includes its TGIS and 4G speed campaign videos that received thousands of interactions and became a top trending hashtag. While content marketing is not a silver bullet, it is an important part of SingTel's larger social media strategy when supported by clear objectives.