Thought-provoking content-based thought leadership
To position HSBC as the “go to” international bank and sustain engagement with business leaders
The brief
HSBC wanted to position itself as the leading international bank for opportunities associated to key areas – innovation, sustainable finance, the Belt & Road Initiative and doing business in China.
Our solution
Packages of video, digital and written content to amplify brand messages around global and regional themes that would stay fresh and relevant.
Over the last year, we’ve captured film footage with HSBC experts and clients at key conferences in Shanghai, Beijing and San Francisco e.g. Financial Institutes Conference and China Connections. We then blend speaker presentations, interviews, library footage and graphics together to create thought-leadership films that HSBC can use across its digital channels.
To drive traffic to the full films and articles on the HSBC website, we created social media cut-down films and short posts for GBM LinkedIn and CMB WeChat, further amplified by paid media.
Themes in our films are supported by long-form, SEO friendly written articles.
All of our content is published in English & simplified Mandarin.
The result
Great examples of ‘evergreen’ planning – content that retains relevance, is not time sensitive and continues to drive traffic long after it is first published.
Our content is helping the bank to increase followers on LinkedIn and improve engagement rates threefold and boosting familiarity and consideration of the brand as a thought leader.