Morning Studio - BDO | In Good Company

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Key objectivesEnvironmental, Social, Governance (ESG) criteria are an important non-financial indicator for a company. BDO, a global consultancy firm, is a big advocate of the criteria and wanted to find a way to build awareness of ESG — leading up to the second annual BDO ESG Awards in Hong Kong. The goal was that through various marketing activities with SCMP — the awards event itself, together with pre- and post-event content — BDO can be positioned as leaders in this area, resulting in more business for the firm.

DeliverablesSCMP Morning Studio executed a full online-to-offline (O2O) partnership — to create pre-award momentum, draw attention from potential corporate clients to participate in the BDO ESG Awards 18/19, promote the importance of good ESG standards, and leverage our affluent and influential business audience in Hong Kong. We produced engaging content that drew attention to personalities who excel in ESG and sustainable development initiatives in this city. The O2O activities included: online and offline content to drive awareness, award entries and offline event management, which was wrapped up by online and offline post-event coverage. A total of three videos — two published pre-event to draw attention to the awards, and one post-event to recap the event — were produced as part of the four-part series.

Results

A 180% increase in self nominations to the Awards compared to the year before, building stronger brand awareness by linking ESG to BDO through content and media

Over 250,000 total pageviews garnered by online content

Over 350,000 social media reach with over 6,700 social media engagements

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