Branded channel showcases SAP’s “intelligent enterprise” concept

October 30, 2018
SCMP Updates
Custom-published content series explores how traditional Hong Kong companies evolve  through digital transformation

To keep pace with dynamic markets, companies are undergoing digital transformation, leveraging cutting-edge technologies to boost productivity and competitiveness, while reducing costs. It is difficult to concisely portray this business evolution, because it occurs across multiple departments, involving numerous people and perspectives.

This was the challenge IT solutions provider SAP faced, in trying to communicate value to a target segment of C-suite decision makers. Therefore, the company engaged content experts at SCMP to leverage the team’s skills for storytelling and editorial expertise in research, interviews and production, to produce compelling coverage.

For this first collaboration with SAP, the SCMP team needed to raise awareness, and generate sales leads, among executives across different industries, including business leaders who may not usually be attuned to technological topics and trends.

SCMP’s content experts decided to mirror the “digital-first” attitude of SAP’s transformative customers, and use a branded channel hosted on, with separate content episodes, each focused on an age-old Hong Kong company and delivered as a documentary-style video, accompanied by a text article.

The tone of each episode would be engaging and informative, so that individuals who are not technologically or digitally savvy would still be inspired by the stories. SCMP would also interview leaders in each company to emphasise that digital transformation comes from a united attitude shift.

As SAP’s target audience is the business segment, the SCMP team made use of LinkedIn posts to raise awareness and drive traffic from C-suite officers, owners, VP, partners and directors.

The first episode has launched, detailing how homegrown Ocean Park has stayed relevant for more than four decades through the use of technology and enhanced people management.

The next episode, on how a homegrown property and hospitality leader, Chinachem Group, is redefining Hong Kong’s property development industry, will launch in early November.

SCMP also leveraged Facebook, a web banner, and an eDM, to promote the branded channel, achieving more than 40,000 pageviews in just two weeks, and in excess of 3,000 social media engagements (likes, shares and comments).

Contact us to learn how SCMP Content Specialists can help create customised content to promote your brand message to targeted audiences.

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States.Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.