Why organisations invest in branded content – and how to find the winning formula
- Industry leaders and influencers gather to share their insights on the power of branded content at a breakfast event titled “Embracing #Ad”.
- The event challenged the audience to think about what it means to deploy a successful branded content campaign and how marketers can maximise their returns.
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Why organisations invest in branded content – and how to find the winning formula
Excitement filled the air on May 6 when the South China Morning Post’s (SCMP) Morning Studio hosted a lively inaugural breakfast event titled “Embracing #Ad”. Industry leaders and influencers were invited to the fireside chat and panel discussion to share their insights on the power of branded content. The event was held in Hong Kong at The Upper House.
Kevin Huang, chief operating officer, SCMP, kick-started the event by challenging the audience to think about what it means to deploy a successful branded content campaign and how marketers can maximise their returns.
The Business Case For Branded Content
With that in mind, Haymans Fung, managing director, head of marketing, wealth and retail banking & head of global partnerships marketing at Standard Chartered Bank, and Michala Sabnani, executive director at Morning Studio, engaged in a fireside chat to discuss the importance of storytelling. Fung explained that evoking emotions is by far the best way to ensure and grow branded content investment.
“Branded content is storytelling that allows you to connect with your audience on a more personal and emotional level, something that’s harder for traditional advertising to do,” she said.
She argued that storytelling creates a return on investment and value as it builds trust, loyalty, and familiarity with the brand. She added that brands can then use the opportunity to take on a thought leadership role or be a go-to source for expertise and knowledge — something advertising cannot do.
