Ermenegildo ZegnaThe Road I've Travelledvisit page
Branded Content
Fashion and retail
Key objectivesTo effectively extend and deepen the impact of Ermenegildo Zegna’s global “Defining Moments” campaign in Hong Kong, reaching a major target segment for the brand: the city’s business elite.
DeliverablesBy telling personal stories of entrepreneurial journeys taken at different life and career stages, SCMP helped Ermenegildo Zegna resonate creatively with its target audience across a range of age groups. We produced an online channel on called “The Road I've Travelled”, which featured interviews in both short article and video format with three Hong Kong business leaders discussing the defining moments in their lives. The SCMP team also created eDMs, banner ads and Facebook posts to promote the series to connect with SCMP’s affluent online readership.
Total channel pageviews amounted to more than  370,000  within 1 month across the three-episode series.