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 SCMP.com, 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.