SOUTH CHINA MORNING POST (ALIBABA)

CONTENT CREATOR & EVENTS PRODUCER

[DEC 2017- MAY 2018]

Abacus Campaign Sizzle Video (Produced & Edited)

Inkstone Campaign Sizzle Video (Produced & Edited)

OVERVIEW:

South China Morning Post (SCMP), a leading news media company in Asia, launched two digital products/news brands designed specifically for the American market: ABACUS, a mobile news site covering the China tech industry, and INKSTONE, a site/mobile app providing news about China.

 

OBJECTIVE:

Launch ABACUS and INKSTONE, in the U.S. market with distinctive campaigns and tactics that positioned each outlet as an authoritative voice in their area of focus.

BUDGET: $250K
RESULTS (ABACUS & INKSTONE):

  • Public relations: (171.4MM media impressions, 461 total pick ups)

  • Media highlights: CNBC, Bloomberg, Fox Business, Cheddar, Yahoo! Finance, Marketwatch, NECN

  • Website: 208K new visitors during launch period

  • Social media ABACUS: 4.99MM total impressions (against 36K ad spend) - 157K link clicks

  • Social media INKSTONE: 8.7MM total impressions (against 43.5K ad spend) - 101K link clicks, 3.6MM+ unique people reached across Facebook and Instagram alone

  • #1 (SCMP) and #9 (Abacus) result for Google search term "China tech"

EVENTS

  • Arranged an Opening Bell Ceremony at the New York Stock Exchange and a pre-Opening Bell VIP reception for 75 leading tech influencers in NYC, as well as a number of promotional events featuring editors and KOLs.

ADVERTISING

  • Produced two multi-platform digital brand campaigns based on trending topics and key messaging.

(Produced Content)

WEB SERIES - Fung Bros.

  • Partnered with top Chinese American YouTubers, the Fung Bros., to collaborate on Inkstone brand video and content.

  • Wrote and developed scripts fitting the tone of both INKSTONE and the host David Fung.

  • Produced videos in engaging and varied styles to implement social campaign across multiple channels (Facebook, Twitter, Instagram and YouTube).

FOR MORE CONTENT CLICK HERE

Man On the Streets Sizzle Video (Produced & Edited)

Behind The Scenes Photos

INFLUENCER ENGAGEMENT / SOCIAL MEDIA

  • Desginged and distributed 75 Abacus Chinese New Year boxes to tech influencers for on-camera unboxing videos. Boxes contained branded Abacus tech products as well as an exclusive QR code that provided influencers with a personalized message and preview of the site.

Jordan Keyes, Tech Influencer (93,000 Subscribers)

Chigz Tech Reviews, Consumer Tech Influencer (57,000 Subscribers)

Jeremy Judkins, Consumer Tech Influencer (53,000 Subscribers)

Joma Tech, Asian-American Tech Influencer (32,000 Subscribers)

Twitter Outreach for #abacusnews

© 2019 RYOSUKE HOSHIYAMA

E: ryosukehoshiyama@gmail.com

C: 917-302-5031

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