DPM Gan Kim Yong: The unintentional case study in social media identity

No, we’re not talking politics.

A colleague recently walked into the office and exclaimed, “Eh, I just got a flyer from my town council — Task Force Man is my MP!”

Everyone instantly knew who she was referring to: Task Force Man, a.k.a. Deputy Prime Minister (PM) Gan Kim Yong.

Before GE2025, few in the office would be familiar with this quiet stalwart — except for maybe that one poor soul who lived in his faraway ex-constituency, Choa Chu Kang.

Unlike his more social media savvy-peers like Ong Ye Kung or Senior Minister Lee Hsien Loong, Gan kept a modest and relatively low-key presence online. Mothership even dubbed him a “Boomer Dad”, calling out the “Good Morning” posts he occasionally shares (not spoofs) on Facebook and Instagram.

And no, the man doesn’t have TikTok.

So how did this seemingly nondescript politician blow up online during GE2025 — and what lessons on social media identity can brands take away?

Two things.

1. He spoke his audience’s language

We aren’t exactly sure who first coined “Task Force Man”. Maybe it was something PM Lawrence Wong said. Maybe it was the internet. Either way, Gan embraced it, owned it, and amplified it — and went from “just another” politician to the internet’s favourite meme.

Then came #notastranger. Rather than crafting counter-messages to clap back at his critics, Gan leaned into their language and made it his own. And because it was something the public was already talking about, the message landed. And it stuck.

Sure, opinions then were divided. But does it really matter? People were talking. He had their attention.

So what made Gan a winner? (Reminder: we’re not talking about political wins — just social media savvy.)

a) He didn’t try to control the narrative

b) He joined the conversation, speaking with the audience, not at them

The best part? Even with all that new internet fame, Gan didn’t change his social media personality. He’s still very much the Boomer Dad he was before. Which brings us to our next point:

2. He kept it real

Embracing nicknames like “Task Force Man” or hashtags like #notastranger is one thing. How he carried them — that’s another.

Gan could have played the whole thing up with polish and fanfare. Or brushed it off like it didn’t matter. Instead, he took it all in stride — low-key, matter-of-factly, and grounded in reality.

Yes, he’s the Task Force Man — he literally led multiple task forces.

Yes, he’s not a stranger — for all the reasons above.

Yes, he shares “Good Morning” posts on Facebook — what’s wrong with that?

No, he’s not TikTok-famous — he doesn’t need to be.

And yes, he always shows up — and gets the job done.

This quiet confidence and down-to-earth honesty? That’s what made people connect with him. By owning every part of his public persona — even the cringey bits — Gan became more than a politician. He became relatable. Approachable. Human.

TL;DR: What can brands learn about social media identity from Gan Kim Yong’s unexpected rise?

Social listening is no longer optional

Social listening isn’t new — but in today’s social media age, it matters more than ever. Your comments section, discussion forums, and other corners of the internet — they are content goldmines — rich with insight, inspiration, and opportunities for real-time engagement.

But remember: don’t just cherry-pick the compliments. Pay attention to the critics. As any good salesperson will tell you: fans are great — but turning haters into believers? That’s the real win.

Be real, not perfect

Let’s be honest: people are tired of overly polished and try-hard brand speak. They want the chaos. The cringe. The messy behind-the-scenes. The full-on main character energy.

In short: they want human.

So embrace the weird. Own the raw. Be spontaneous. Don’t just chase virality — focus on the moments that make your brand feel real. Because more often than not, it’s the small stuff that builds connection.

And that’s what shapes brand identity.