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Key objectivesAfter a successful global “Make The Call” campaign from 2018, which emphasises the yearning to achieve great things and make bold decisions that lead to more fulfilling lives, The Macallan found their newest creative partner, Morning Studio, to produce video content around selected influencers in Hong Kong, to inspire people to find their own ‘Make The Call’ moment.
DeliverablesMorning Studio produced two original video-led stories: the first featuring Natalie Chan, Founder and CEO of OWN Academy, who teaches youths through “experiential learning” in professional settings; and the second with Eugene Kan of MAEKAN — former editorial director of HYPEBEAST who started his own audiovisual, advertisement-free publication celebrating Hong Kong’s creative culture in fashion, art, design, technology, music and food. The stories were distributed on SCMP’s social channels, including Facebook — through Instant Experience ads created by Morning Studio, along with link posts to drive traffic — as well as Instagram.
Results 130,000+ pageviews, with each story outperforming standard advertorials on SCMP.com by 6 times
3 million impressions and 1,700 engagements on social media