SCMP builds branded channel for Zegna
November 3, 2017
SCMP Updates
Luxury Italian fashion house, Ermenegildo Zegna, wanted an engaging and relevant way to connect with the SCMP’s affluent online readership. So, the SCMP Marketing Solutions team tailored an online channel called ‘The Road I’ve Travelled’ to build on the brand’s international ‘Defining Moments’ campaign. Launched on November 1, the branded channel on SCMP.com features interviews in both short article and video format with three Hong Kong business leaders discussing the defining moments in their lives. The leaders are Andy Chan, co-founder of fintech success story Qupital; Otto Ng, design director at visionary architects and artists LAAB; and David Yeung, CEO of eco-living pioneer Green Monday. They were interviewed by Hong Kong legend and founder and chairman of the Lan Kwai Fong Group, Dr Allan Zeman. The SCMP team also created eDMs, banner ads and Facebook posts to promote the series. Find out how our content specialists can connect you to our sought-after readers too.