Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
Nowadays, banking and finance knowledge is relatively boring. How to make HSBC's wealth and finance business content creative and interesting has always been a challenge for HSBC in the official WeChat operation field. We are also subject to banking compliance, strict censorship of advertising content and a difficult balance between creativity and rigour.
Most importantly, HSBC wants to situate traditional in-depth financial content. Through the scenes known, felt and interchangeable in social media, the dull financial content will come alive and present a brand new image to users.
Solution：
For China's banking industry, it is not easy to set up official accounts, release official news and answer users' questions on social media. The brand should design activities full of knowledge and interest, and guide the audience to participate in the activities, so as to create more content with practical connotation, which is conducive to effective story sharing and brand concept dissemination.
Therefore, HSBC China - multi-dimensional innovative form for the brand voice, let an interesting soul and young people to communicate more interesting finance and economics. We say goodbye to the single text form, and use multimedia to give financial and economic content more high point, depth of content scene. Reject the boring theory and terminology, and make the boring financial content come alive.
Micro since extensive financial cross-border dialogue since the media officer "feng speech front language" under the drive of IP "Content", and HSBC China, more interaction with customers long-term Content, the deepening of mining the Content - My Wealth existing high-quality, make specific IP matrix, HSBC to IP to expand influence, attract fans, penetrating Insight and service Content, form the resultant force:
Big IP:
feng yan feng language
4 small IP in the matrix:
shi shuo finance + expert lecture + 24 solar terms + illustration finance
Self media spread many KOL cooperative creation modes:
HSBC China considers the whole platform according to its brand tonality and the layout of we-media advertising field. We cannot only consider weibo, WeChat and other large-volume platforms, but systematically and selectively develop new we-media platforms. Multidimensional power, multidimensional victory. We take WeChat subscription number as the core, radiates outward through the high-quality content. We use the characteristics of each platform to maximize the sound volume. Including WeChat, KOL, zhihu, himalaya, tencent video, toutiao today, weibo KOL and other channels.
Result:
The number of fans and readers of HSBC's official account in China:
3% year-on-year; The average number of core articles read increased by 3500, double the year-on-year growth!
