Category：#24 Best Use of Social Media PR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong Kong Tel: + 852-2861-1882 Fax: + 852-2861-1336 www.marketing-interactive.com

Entry Details 1. Category： #24 Best Use of Social Media 2. Midland <Super Home Tour> Branding Campaign 3. Midland Realty 4. 美聯物業 Midland Realty

Entry Video Video: https://vimeo.com/177043583 Password: nmg

Challenge Midland Realty – One of Hong Kong biggest property agents and listed company since 1995. There is no doubt that Midland had settled a professional property agent and been looking for an opportunity to further develop the business in HK. As the key property pursuing audience segments will be coming from people late 20s to 30s in coming years, Midland is in urgency to build high brand awareness and engagement against target audience on their preferred media consumption platform – Facebook. Task to do: To maximize awareness of Midland Facebook fan-page during launch period (June – July 2016). To grow Midland Facebook fan-page fans number and outpace key competitor in Hong Kong. Target Audience: Late 20s to 30s Campaign Period: June 2016 to Jan 2017 Budget: Artist and Video Production; Facebook content creation & management

Strategy Strategy / Belief Execution in 3 Pillars Amplification Provide down-to-earth district information is important to new property / home buyers e.g. dining out tips, leisure and lifestyle tips, shopping guide …etc. #1 Capture unexpected life moments Capture each district yummy snacks, small but unique shops, good scenes for photo taking and nice environment for physical exercises. All execution ride on Midland Facebook fanpage but spreading out message by New Media Group social platform with 2.7 million fans #2 Spokesperson / Characters Selection Helen To (杜如風) is the spokesperson who brings audience to experience unexpected life moments in each district. Helen is with humor charisma when presenting dining tips and good scenes. Increase ATTRACTIVENESS and CATCH EYEBALLS from property / home buying target audience #3 Blend in Midland Brand Message Blend in property selection message that brought to audience by Midland.

Execution Execution #1 Capture Unexpected Life Moments Capture each district funny documents Testing Yummy Snacks Shopping in Small Boutique Good Scenes For Photo Taking Physical Exercises in Nice Environment Ep1: https://vimeo.com/177357775 Ep2: https://vimeo.com/177358035

Execution Execution #2 Spokesperson / Characters Selection Humor Charisma of Helen To in Storytelling Videos

Execution Execution #3 Blend in Midland Brand Message “Super Home Lover” https://vimeo.com/177340901

Results Result with 1st Teaser and Episode 710,000+ Video Views 10,500+ Likes 8,000+ Shares Reach: 1.72M+ Result with 2nd Episode 456,000+ Video Views 2,700+ Likes 1,200+ Shares Reach: 850,000+

Results Task To Do: Maximize Awareness of Midland 2) Grow Midland fans number and outpace key competitor After Launch on 2-Jun-2016 May-2016 Before After Percentage(%) Fans Number 8,300 10,000 20%  Post Reach 2,000 1,720,000 860%  Post Likes 10,500 525%  Post Shares 10 8,000 800%  After Launch on 2-Jun-2016 Midland Centaline Percentage(%) Fans Number 10,000 9,800 2%  Avg. Weekly Growth 4.3% 0.34% 126%  Engagement 4.2% 0.039% 108%  *Source from Facebook Insight, May to June 2016.

Results Although this branding campaign has been running less than a quarter, the performance is extremely well. Total views on related videos were over 1 million. Accumulated social interactions were also encouraging. Campaign organic reach through Facebook was over 42 million. Generated 13,000 likes and 9,000 shares. If focusing on Yuen Long district, where the campaign focus on, an encouraging YoY growth of 239.4% was recorded in July 2016. Midland agents are fond of the campaign and forward the related videos to the clients. This could help building up good customer relations and increasing brand preference.