HKEJ Publishing jointly with DigiAd created a competition where through random matching, a book author and digital marketing agency would work together in creating a social media branding utilizing advertisements and content creation with the objective of the competition being who has the most successful campaign. Public voting and a judges panel from DigiAd decide the winner. We had the amazing opportunity to work with Bruno Lee, a retired businessman from the financial sector who now seeks to help guide the youth as a career counselor. His book 錦綉錢情 talks about Bruno’s experience and knowledge guiding young professionals.

For our campaign, we want to use Bruno’s friendly and professional image and key highlights of the book as a basis for the content created for Bruno’s branding campaign to instill hope and inspiration in young people. We decided to name his branding Career C.hing as it signifies his experience in career development and to display Bruno as someone approachable to the audience.

Our Goal for this campaign is to engage to a wide audience ranging from students that want to be informed on the current job market status as well as employees working in different sectors to share valuable industry insights. Our advertising strategy consists of targeting the aforementioned audience that is interested in all aspects of career development and has the majority of our advertising budget pushed towards short-form content such as YouTube shorts and Instagram Reels to gain the most number of views and engagement.

Design

We then developed a series of ideas to diversify the content for the Career C.hing page creating the storyboards and filming directions for the shoot. With collaboration between our team and Bruno, we developed the idea of a total of 4 series to be posted on Social Media; “Bruno’s Clubhouse” where Bruno would have a solo session of him telling a story relating to career development or answering viewers questions, hand-picked interview shorts and long videos with interviewees from niche industries, “Golden Verses” which are workplace mottos for students, and Student Q&A sessions with Bruno. Supplemented with a few photos of events and short description captions to keep users engaged with the life of Bruno. Our goal was to make these series utilizing high-quality production and editing for users alongside an eye-catching title to engage the audience at first glance.

Development & Official Launch

Time was a huge constraint during the entirety of the campaign period but we have planned to create a mapped-out media schedule as well as a shooting logistics schedule to ensure we can stay on track and work around these constraints. We had 2 filming days, one for a school event where an interview with (name of the director) was held and the other consisted of 4 different interviewees in 4 different locations set all on the same day. We had to make sure we could fit the timing with the shooting logistics schedule and we managed to film all the required content without having to extend.

In the following weeks, we proceeded to edit the videos according to the order of the media schedule and commenced posting the videos on selected social media platforms and pushing advertisements for posts we believed would gain the most traction. Before the official launch, we set up all the bios for Instagram, and Youtube and leveraged Bruno’s existing LinkedIn profile to post the content for organic reach. With the success of the advertisements growing our reach to our target audience, we were able to analyze our approach to advertising budget distribution for specific posts. This led to our final results by the end of the campaign going above and beyond our original estimations when calculating the key metrics to determine the success of the campaign.

Thanks to our collaboration with Bruno and his team, we were able to achieve the bronze award in the AdXPub competition. This feat gave us a lot of insights into the trials and tribulations required to carry out a successful digital marketing campaign. We gained a lot of experience and coverage through this campaign which helps shape our future projects to be of the highest caliber.

The 6th edition of the AdXPub competition hosted 11 seasoned Digital Marketing agencies that have displayed high-caliber skills and creativity with their campaigns. All participating companies have accumulated a total of roughly 7,000,000 views, 2,000,000 reach, and 1,800,00in just 3 months. Our team contributed 1,800,000 views(25% of accumulated views), 880,000+ in reach (44% of accumulated reach), and 1,100,000 engagements(61% of accumulated engagements) through executing our advertising strategy on key posts.

These numbers gave us a good indication of how successful our campaign went, where we achieved results beyond expectations across various platforms. This campaign further solidified the foundations for future marketing activities for Career C.hing branding. We hope that through this campaign, we were able to instill Bruno’s “Workplace Mentor” image as well as drive his future efforts in promoting youth career development programs.

Working with the Flowtura team was a great experience. They helped us throughout the campaign and we ended up winning the AdXPub competition, which was fantastic.

The Flowtura team was very skilled and competent. They came up with really creative campaign strategies and ideas that gave our Career C.hing brand some great new directions. They also communicated with us regularly, which kept everyone up to date on the campaign’s progress.

I would highly recommend working with Flowtura if you’re looking for a digital marketing agency that delivers great results and communicates well with their clients.