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Branded Content
Key objectivesHerbalife Nutrition asked Morning Studio to create content on scmp.com to boost top-of-mind awareness of Herbalife among health & wellness readers in Hong Kong and Southeast Asia, leading them to consider Herbalife as the thought leader in nutrition.
DeliverablesThe Advertorial+ article was designed in an interactive quiz feature to create a fun and engaging experience for readers. The quiz – released right in the middle of the Christmas and new year festive season – included advice from experts about how to plan effective wellness resolutions for the new year, which helped it to pick up momentum over the holiday period. 

Morning Studio also distributed the article on SCMP on and off-platform channels, including SCMP.com and Facebook. 
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.