Morning Studio strengthens renowned whisky The Macallan’s connection with lives of extraordinary young Asians

February 24, 2020
SCMP Updates
Now may be the time for you to raise your glass and toast the successful growth of your brand thanks to a team of marketing experts  – just as others have done.

International spirits manufacturer, Edrington, asked Morning Studio, South China Morning Post’s dedicated brand content arm, to create a dynamic, digital-first global marketing campaign for its whisky, The Macallan.
It was keen to promote its brand – one of the world’s most renowned single-malt Scotch whiskies, which was first distilled in 1824 – among its favoured target audience of affluent Asians aged 35 or over. 
The studio’s team contributed to The Macallan Conversations, featuring video “conversations” and articles focusing on the lives and ideas of two inspiring young people – both of whom made pivotal decisions and challenged themselves to “Make the Call” – and transform their lives from the ordinary to the extraordinary.
The first video and article profiled Hongkonger Natalie Chan, 32, founder and CEO of OWN academy, and her efforts to “re-engineer” the education ecosystem by bridging the gap between industry or real-world needs and what is taught in the classroom.
Chan – one of 50 young people selected from around the world to attend 2018’s 49th World Economic Forum Annual Meeting – launched her start-up to offer today’s Hong Kong youth ‘experiential learning’ in professional settings through partnerships with companies in various industries.
The second video and article centred on Canadian Eugene Kan, 35, who in 2016 quit his job as editorial director of Hypebeast, the hugely successful Asia-Pacific men’s contemporary fashion and streetwear website, to “do his own thing” – co-launch a story-driven, community-based online platform, MAEKAN.
His Hong Kong-based audiovisual, advert-free digital publication helps to give a “voice” to creative culture in fashion, art, design, technology, music and food.
In tandem with their two engaging videos and stories, Morning Studio’s team enhanced the social media experience for readers by creating shorter, video cut-downs and other instant-experience assets to encourage a greater click-through rate.
South China Morning Post provided a dedicated channel on its website for the campaign’s stories and videos, which were also promoted with posts on its Facebook and Instagram pages.

Analysis of Morning Studio’s data shows that the campaign attracted an impressive audience response of more than 134,000 page views and about 3 million social media impressions – generating over 1,700 engagements.

Now it’s time for you to also “Make the Call” – and transform your brand from the ordinary into the extraordinary.

If you wish to see your company’s image and brand recognition enhanced through a dynamic marketing campaign, which can emulate the success enjoyed by The Macallan, then get in touch with Morning Studio. 

Our team of experts are ready to share compelling creative strategies to take your brand’s marketing to the next level. Go on, make the call.
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.
For further information, please contact us