Launch in the U.S. of two products for SCMP (South China Morning Post) – ABACUS and INKSTONE

Role at IW Group: Content Direction | Writing | Video Direction | Video Production | Editing | GFX

Partners: Fung Bros – David Fung | NYSE | Rebel Motion

At IW Group we were tasked with launching two new digital news brands, Abacus and Inkstone in the U.S. for South China Morning Post (SCMP).

We built two distinctive campaigns, focusing on influencers and insiders that would spread the word about the SCMP products and position the Abacus and Inkstone editorial teams as China “insiders” with distinguished journalistic credentials and authoritative perspectives

On a limited budget, our team built an integrated campaign that encompassed earned, owned, and paid media, and included an Opening Bell Ceremony at the New York Stock Exchange, tech influencer engagement, Facebook ad buys, and grassroots outreach.

This campaign garnered 10.1 million social media impressions and earned coverage from notable media outlets, including Bloomberg, Fox Business, and Yahoo! Finance.

ABACUS Brand Video Ad:

ABACUS Facts Ads:

INKSTONE Brand Video Ads:

INKSTONE Social Ads:

  • INKSTONE - Copy That

  • INKSTONE - Phone ET

  • INKSTONE - Reap / Sow

  • INKSTONE - Thumb Wars

INKSTONE Man on the Street with David Fung – shot by Rebel Motion:

INKSTONE – Man on the Street Ads:

ABACUS New York Stock Exchange – Opening Bell:



North American Excellence Awards

  • Winner of Launch

PR News’ Digital Awards

  • Co-Winner for New Site

Ragan’s 2018 PR Daily Awards

The Telly Awards 2019

PR Daily’s Digital Marketing and Social Media Awards

  • Winner of Digital Product or Service Launch
  • Honorable Mention for Digital Marketing Campaign

9th Annual 2019 PR World Awards

  • Gold Winner for Achievement of the Year in News, Sports, and Media
  • Silver Winner for Achievement of the Year for Branded Content Campaign of the Year
  • Silver Winner for Achievement of the Year in New Product or Service Launch

PR News’ Platinum PR Awards

Cynopsis Short Form Video Festival

  • Nominated for Branded Content/Content Marketing ­Single Entry
  • Nominated for Marketing Campaign

11th Annual Shorty Awards

PRSA NY Chapter 32nd Annual Big Apple Awards

  • Nominated for Spotlight: Content Marketing-Campaigns with Budgets of $150,000 or Less
  • Nominated for Integrated Communications-Campaigns with Budgets of $150,00 or Less

PR Week

  • Nominated for Best in Technology

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