Abacus - abacusnews.com
2019 Winner

Abacus - abacusnews.com

South China Morning Post

Hong Kong, China

Category Mobile

Overview of this campaign

Abacus was created to cater for an audience increasingly keen to find out more about China Tech’s products, services and innovation as they continue to internationalise. There were 4 core objectives laid out:


  1. Rapid Ideation, Development & Launch: Conceive, launch and establish a brand new source for China consumer tech news and reviews within 12 month time-scale distributed across owned and operated properties as-well-as distributed media.

  2. US Audience Growth: Grow Abacus’ US audience by providing relevant and contextualised news, reviews and product comparisons.

  3. International Audience Growth: Increase the South China Morning Post’s international footprint.

  4. China Tech Experts: Establish Abacus as the go-to experts for China Tech industry news and year on year growth & trends.


To help achieve this, Abacus was designed with a strong personality unlike any other tech site currently on the market to help improve brand recall and brand awareness.

Results for this campaign

We have been able to create an entirely new editorial team and product team dedicated to conceiving, launching, sustaining and growing Abacus across owned and operated as-well-as across distributed media where Abacus is available on platforms including Facebook Instant Articles, Google AMP, Apple News, Flipboard and SmartNews.


Audience has grown rapidly since launch a few months ago with just under 2 million unique users generated within the first 9 months as well over 100,000 followers on social media. Growth has been achieved via a combination of both organic and paid marketing initiatives including SEM, social promotion, newsletter acquisition. We have also focused on a number of US based events including fireside chats, influencer evenings discussing the latest China Tech trends and brand awareness events including ringing of the NY Stock Exchange opening bell.


Given then large amount of interest in China's tech landscape, Abacus in partnership with 500 start-ups authored the China Internet Report 2018. The report was presented at RISE 2018 compares the US Tech industry versus China and digs into China’s thriving tech industry, the big players in each field, and lay out the four overarching trends that have emerged. https://www.abacusnews.com/china-internet-report/



To contact a company representative about this campaign, click here for the INMA Member Directory

By continuing to browse or by clicking “ACCEPT,” you agree to the storing of cookies on your device to enhance your site experience. To learn more about how we use cookies, please see our privacy policy.