MSIG InsurancePreserving life on earthvisit page
Branded Content
Key objectivesMSIG Insurance wanted its “Preserving life on Earth” media campaign to focus on an issue close to home that affects all of its clients in Southeast Asia: biodiversity. 
DeliverablesThe infographic episode, which was hosted for two weeks, consisted of three distinctive chapters. Each one of three articles combined stunning illustrations, animated elements and enticing infographics with facts and figures to help break down the complex subject matter into accessible and engaging bite-sized information to engage readers. 

The highlight of the campaign was the series of creative, custom-designed illustrations, which resonated with audiences not only across Asia, but also around the world. This episode was then distributed on SCMP’s Facebook page and as Instagram Stories to reach our audience.
The campaign generated more than 150,000 page views and 2.6 million social media impressions, to far outperform other editorial coverage on “environment” or “climate change” topics. 

The Facebook posts were designed to garner impressions and encourage click-through to the other episodes. At the same time, an additional 35,000 impressions on @scmpnews Instagram Stories further amplified MSIG’s brand awareness. 

Included at the end of each chapter were three audience polls, which recorded a total of 1,327 votes – emphasising how much the readers loved engaging and interacting with the content. 

The campaign attracted 80 per cent of its readership from the Asia-Pacific region, which perfectly matched MSIG’s desired target audience.