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 nature while international travel restrictions were 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 covered bilingual content and facilitate communications and strategic direction seamlessly.
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.
