Conservation International Hong Kong: Boosting brand engagement for a non-profit with creative content

Conservation International
Challenges

Conservation International Hong Kong created a video campaign, calling all Hongkongers to explore nature. The #RediscoverHK video series aimed to highlight the beauty of Hong Kong’s nature, encouraging people to take the opportunity to explore Hong Kong’s nature while an international travel restriction was in place.

Sinclair was appointed to manage the video production, campaign timeline and create social media content creation and ad strategy. As the client was not based in Hong Kong, delayed communications were to be expected due to time difference between the three parties. As the assigned contact point based in Hong Kong, Sinclair was able to cover bilingual content and facilitate communications and content direction seamlessly.

Approach

Content Developed social media content with bilingual key messages as a priority to make sure the organisation could reach out to the audience in the suitable and preferred language.

Insight Provided local support and gave insights on the local viewpoint and tone of voice across communications.

Video Managed a third-party for the production of two local campaign videos featuring a local ultra-endurance athlete, Wong Ho Fai.

Social Media Created a series of Instagram stories to support the launch of the two videos, prolonging the engagement with followers by encouraging the audience to post with the campaign hashtag.

Influence Outreached to existing engaged influencers to include the hashtag in their regular posting, driving awareness of the campaign hashtags.

Ad Strategy Implemented five ad campaigns to build a lookalike audience using video one viewing to drive engagement further and video two viewings, leading to Page Likes. Created ad sets that further built on audience data to be used as a benchmark for future ad campaigns.

Outcomes
387,137
reached through social media channels
+52%
engagement rate
111,021
ThruPlays (15s or more) via social media
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