How Yahoo Hong Kong earns its reputation through customising the ...
Personalisation has been one of the most talked about trends in today’s marketing and media landscape, as this is essential for brands to foster trust between themselves and target audiences.
Keeping with the trend, Yahoo Hong Kong has harnessed both its international and local media products, such as Yahoo Finance, Yahoo Search, and BetterMe, to help brands tailor their approaches to align with specific requirements and to offer innovative execution strategies.
One notable illustration of Yahoo's commitment to personalisation can be seen through the HSBC x Yahoo Finance Youth Programme, which targets young millennials who seek to learn about investment early.
As part of the campaign, Yahoo Finance customised a Youth Programme tailored for HSBC to engage with the young segment, aged between 18 and 25.
Through a series of contests, the participating youngsters learned investment tips and developed an investment plan with the support of investment KOLs and HSBC experts, which was seen as a rare opportunity. They also gained real-life hands-on experience by using real money to invest in the actual market using HSBC’s investment solutions in the final contest.
Apart from the HSBC x Yahoo Finance Youth Programme, Yahoo also helped brands such as Cetaphil tap into a younger audience by leveraging the Yahoo Asia Buzz Awards, which has been in Asia for 16 years.
In 2022, Yahoo incorporated a metaverse experience into the award to create an immersive experience for young audiences who love attending music events. The partnership allowed Cetaphil and Yahoo to combine their strengths in skincare expertise and the entertainment industry to create a unique and memorable experience that would resonate with the young and dynamic audience.
In fact, Yahoo hopes to leverage its expertise and strengths to stay on top of the trends and help brands stand out from the crowd, resulting in a win-win situation.
This can be demonstrated in its partnership with American Express (AMEX) on the “Be The Next Explorer” campaign, which won the gold for the Best Audience Acquisition & Retention Strategy category at MARKETING-INTERACTIVE's Spark Awards Hong Kong 2023.
Done in collaboration with Yahoo BetterMe, the four-month campaign invited celebrities to share their life attitude with the audiences through articles and videos. All the exclusive stories were done via Yahoo's in-house creative and strategy team that resonated with the message of “Be The Next Explorers”.
Looking ahead, Yahoo HK recognises the significance of generative artificial intelligence (AI) as a noteworthy trend that industry players should closely monitor. This technology has the potential to revolutionise content creation and consumption, but it's important to acknowledge its limitations. Yahoo is committed to discovering the most effective ways to harness this technology for the benefit of its audience and the industry as a whole.
This article is done in collaboration with Yahoo Hong Kong.
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