2019 SCMP Brand Campaign - Asia Matters
2020 Finalist
Media associated with this campaign
- https://www.youtube.com/watch?v=vVE8EnOX2XY
- https://www.youtube.com/watch?v=4TQpcNrnBiE
- https://drive.google.com/file/d/1p0L_f5B1QX9Dv58A1l3cftkUqpBvh7ms/view...
- https://drive.google.com/file/d/18l0tbbGl9oNfX3do6t1fWKI95ThSFUnd/view...
- https://drive.google.com/file/d/1Hf3j_EUJRs7qhRP8VnUpR_XHKnorvHax/view...
Overview of this campaign
Build awareness in Southeast Asia (SEA) of the South China Morning Post as a trusted news brand that shows both sides of a story, reports in a fair and nuanced way, and
champions the plurality of voices in Asia.
Highlight SCMP as an 116-year-old regional expert, our unique position (close to China
and Asia) and globally-minded perspective.
Our goal is to build SCMP into a meaningful news media brand in Asia.
Results for this campaign
Our Asia wave campaign highlighted two sides of Asia-centric stories and current affairs to showcase SCMP’s dedication to providing different perspectives of topics that matter to our audiences in the SEA region.
We also saw significant grow in a key objective of creating and the strengthening of a loyal
reader base.
Total number of video views - 4.3m
Total number newsletter sign ups - 5,486
Total number of UV - 1.4m
Loyal readers & regular users -+7/13%
But more importantly, there was the significant lift in brand awareness, this being our key objective of this campaign. The Philippines and Malaysia showing a dramatic increase in SCMP’s brand awareness in these markets.
Singapore +13.2
Malaysia +17.2
Philippines +23.9
Indonesia +13.2
Results - Philippines
The 2nd campaign wave surpassed our expectations and came in under our set budget.
Total number of video views - 3.2m
Total number newsletter sign ups -1,152
Total number of UV - 597.4k
Again, the Philippines results were impressive and we were able to reinforce our brand message and establish a strong presence in that market.
Ad Recall +12.2%
Brand Lift +12%
