Hong Kong International School teams up with Morning Studio for successful launch of EdTalk
December 20, 2019
SCMP Updates
Video-led interview – plus shorter edited outstream version – accompany discussion with high school principal David Lovelin that attracts nearly 100,000 page views
Hong Kong International School (HKIS), one of the oldest and most prestigious international schools in Hong Kong, teamed up with Morning Studio, the South China Morning Post’s dedicated brand content arm, to launch EdTalk, a series of videos of interviews with education experts sharing their ideas, visions and perspectives on a variety of educational topics.
November’s HKIS EdTalk featured a two-minute embedded outstream video – and a 30-second, edited outstream version on .Scmp.com – which played automatically when readers clicked on the website’s accompanying article, headlined, “Why boarding school may not be best for children aged 14 to 18”.
The goal of HKIS was to raise awareness about – and hopefully drive registrations to – its High School Open House event held at the end of November.
In the article and video, David Lovelin, high school principal of HKIS, discussed the importance of keeping secondary school children close to home during this critical period of their mental development.
He referred to his time running private schools in the United States and working at HKIS as he explained the type of educational experiences that international schools offer.
He also emphasised the importance of high school students having regular, easy access to their primary support network – their family.
The main outstream video helped to significantly boost the pageviews of the report, which was ranked number two among the “Most Shared” articles on Scmp.com during the campaign period.
It also generated almost 100,000 page views and outperformed all of the other editorial education content during the same period.
The HKIS EdTalk was also heavily promoted on multiple SCMP platforms, which included the use of run-of-channel and run-of-site promotional banners and the creation of Facebook and YouTube posts to increase exposure.
Contact us to learn more about how the Morning Studio team can help expand your audience base and raise your brand profile through our multimedia content solutions.
Hong Kong International School (HKIS), one of the oldest and most prestigious international schools in Hong Kong, teamed up with Morning Studio, the South China Morning Post’s dedicated brand content arm, to launch EdTalk, a series of videos of interviews with education experts sharing their ideas, visions and perspectives on a variety of educational topics.
November’s HKIS EdTalk featured a two-minute embedded outstream video – and a 30-second, edited outstream version on .Scmp.com – which played automatically when readers clicked on the website’s accompanying article, headlined, “Why boarding school may not be best for children aged 14 to 18”.
The goal of HKIS was to raise awareness about – and hopefully drive registrations to – its High School Open House event held at the end of November.
In the article and video, David Lovelin, high school principal of HKIS, discussed the importance of keeping secondary school children close to home during this critical period of their mental development.
He referred to his time running private schools in the United States and working at HKIS as he explained the type of educational experiences that international schools offer.
He also emphasised the importance of high school students having regular, easy access to their primary support network – their family.
The main outstream video helped to significantly boost the pageviews of the report, which was ranked number two among the “Most Shared” articles on Scmp.com during the campaign period.
It also generated almost 100,000 page views and outperformed all of the other editorial education content during the same period.
The HKIS EdTalk was also heavily promoted on multiple SCMP platforms, which included the use of run-of-channel and run-of-site promotional banners and the creation of Facebook and YouTube posts to increase exposure.
Contact us to learn more about how the Morning Studio team can help expand your audience base and raise your brand profile through our multimedia content solutions.
