The “Cathay Cargo: Very Important Pandas (VIPs)” campaign focused on the relocation of two giant pandas from Chengdu to Hong Kong, with their transport orchestrated by Cathay Cargo.

SCMP saw the pandas’ journey as a trending topic and proposed the idea of creating a mix of interactive infographics and social media outreach to highlight Cathay Cargo’s expertise in animal transport, making a B2B business approachable and top of mind through the use of B2C social and shareable content formats. It also presented the opportunity to tap into SCMP’s expertise and captive, panda-curious audience to increase brand recognition and audience engagement for Cathay Cargo.

The branded content created was not only culturally relevant and innovative in its storytelling, but it also had impeccable timing – the first of the campaign’s two content pieces launched exactly one day before the pandas’ arrival.