Sarawak EnergyRenewable Hydropowervisit page
Key objectivesThe South China Morning Post served as a strategic media partner for the inaugural Sustainability & Renewable Energy Forum (SAREF 2019), hosted by Sarawak Energy, last December. Morning Studio provided integrated media solutions for the Malaysian state-owned energy provider to raise awareness about the event, bolster its media profile, and further amplify the event’s impact and key messages.
DeliverablesMorning Studio’s creative team carefully curated a three-episode online series – a hybrid of advertorial and branded content – to serve different purposes during the campaign period.
A research-based feature article was released weeks before the campaign to kick-start discussion about renewable energy in Asia – warming up the targeted audience and paving the way for SAREF 2019; after the forum, a timely post-event report was written to summarise the highlights and key messages; as a campaign finale, a dynamic explainer video premiered, combining animation, expert commentaries, bold images and infographics. The evergreen video tells an engaging and informative story about hydropower, while subtly casting light on Sarawak's achievements and future plans for its sustainability and renewable energy efforts.
At the SAREF 2019 event itself, Reggie Ho, Morning Studio’s associate content director, served as the moderator for two panel discussions during the forum. He and the team were able to demonstrate SCMP’s distinctive and authoritative media voice and leverage their expertise in encouraging and leading thoughtful debate on Asian matters.
The three episodes achieved 500K+ page views – far outperforming similar editorial stories tagged under the same “energy”, “sustainable living”, and “environment” topics. The campaign garnered 170K+ engagements on social media (Facebook, LinkedIn, YouTube), from 340K+ worldwide visitors.