Tasked with launching two new digital news brands, Abacus and Inkstone in the U.S. for South China Morning Post (SCMP), we needed two distinctive campaigns and tactics that positioned each outlet as an authoritative voice in their area of focus, and on a limited budget. Doing extensive qualitative research and analysis 12 months prior to the launch, we audited websites of other major U.S. tech news brands, researched best practices, and conducted social listening. Our research informed and shaped the look and feel of Abacus and Inkstone and guided our PR and marketing strategy.
Then we targeted influencers and insiders, execs and investors, positioning the Abacus and Inkstone editorial team as China "insiders" with distinguished journalistic credentials and authoritative perspectives. Implementing an integrated campaign that encompassed earned, owned and paid media, and included an Opening Bell Ceremony at the New York Stock Exchange, tech influencer engagement, Facebook ad buys and grassroots outreach.
The campaign garnered 10.1 million social media impressions, and earned coverage from notable media outlets, including Bloomberg, Fox Business and Yahoo! Finance. The success of these campaigns established the SCMP brand in the U.S. and laid the groundwork for further expansion.