2019 SCMP Brand Campaign - Asia Matters

South China Morning Post

Hong Kong, Hong Kong

Category Brand Awareness Campaigns

Media associated with this campaign

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%