Through SCMP’s dedicated audience base, together with its ad-targeting settings, the article received more than 63,000 page views and over 24,000 unique visitors – with more than 72% coming from the targeted locations of Hong Kong and Southeast Asia. 

Customised quiz format with carefully selected festive content captured readers’ attention

Effective off-platform distribution increased engagement via one of the best-performing Facebook posts that helped expand reach to 224,000+ users and generated 12,000+ social media engagements.