Hong Kong Jockey Club’s inaugural campaign with Morning Studio reaches over a million Facebook accounts

February 27, 2019
SCMP Updates
Engaging story-driven approach promotes Citi Hong Kong Gold Cup and expands HKJC’s traditional reach to global audience

For the first time, the Hong Kong Jockey Club partnered with Morning Studio - the creative arm of South China Morning Post dedicated to the creation of branded content - on a marketing campaign to promote the Citi Hong Kong Gold Cup. This inaugural Morning Studio partnership follows the HKJC’s other successful advertorial and social media initiatives with SCMP marketing gurus.

Key goals of the campaign included driving attendance to the February 17, 2019 event, and raising the HKJC’s brand profile beyond the club’s traditional demographic of regular racing fans to boost awareness among a broader, more global audience.

Despite the challenging pressure of a very short lead time and highly time-sensitive content which would become somewhat obsolete after the event, the Morning Studio team successfully created a highly effective marketing production that met both key goals.

To speak to a broader audience, Morning Studio’s content experts proposed a storytelling approach highlighting topics of interest to the general public. Two written articles were created - on the intriguing backstory of the only two full brothers racing at Hong Kong’s highest level, and on the racing horse Exultant’s prospects of making modern history.

A new “Racing for Gold” branded channel on SCMP.com served as the dedicated platform for hosting these spotlight articles. Social media posts were mobilised, including Facebook posts and first-ever custom designed and sponsored Facebook Stories, plus specially animated Instagram posts, to drive additional traffic to the written articles.

Impressively, within a week’s time, the written articles attracted over 245,000 page views, from over 120,000 visitors. The Facebook posts themselves reached over 1,000,000 accounts each.

Contact us to learn more about how Morning Studio helps expand your audience base and raise your brand profile with a high quality demographic, via engaging storytelling and other cutting-edge content marketing techniques.

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 scmp.com, 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 SCMP.com, 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.

For further information, please contact us