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.