Through SCMP’s audience base, together with the use of optimised ad-targeting settings, 

the articles received ~206,000 page views and ~105,000 unique visitors.

The success of this content series can be attributed to the production of visually enticing short videos, which were published both within the articles and in social media posts. These visually enticing short videos boosted awareness.

Campaign used a well-rounded and optimised banner strategy which helped the content series achieve more than 1.3 million banner ad impressions, which helped drive users to both the articles and the festival’s homepage.