1. 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, Connaught Road West, Sheung Wan, Hong Kong Tel: Fax:

2. 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

3. Entry Video
Video:
Password: nmg

4. Challenge
Midland Realty – One of Hong Kong biggest property agents and listed company since 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

5. 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.

6. 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:
Ep2:

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

8. Execution
Execution #3 Blend in Midland Brand Message “Super Home Lover”

9. 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+

10. 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.

11. 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.