HKEX launched a comprehensive virtual campaign to celebrate its 20th anniversary across multiple channels in mid-June.
As one of the largest, yet most impactful communications campaigns in HKEX’s recent history, the campaign – “Resilience. Innovation. Future.” – included CEO Charles Li’s blog, a digital campaign with a total of seven corporate films such as the 20th anniversary celebratory milestone film, a virtual gong-striking celebration, and five videos featuring 20 staff reinforcing HKEX’s values, culture, and spirit.
Other major announcements for this two-week campaign included HKEX STAGE, an online portal to provide greater information, access and transparency on a wide range of sustainable, green and social investment products; the HKEX Foundation and its HK$20 million charity partnership programme; as well as the university scholarship on its website and social media platforms.
With only online announcements, the news attracted more than 65,000 impressions and over 2,200 engagements on social platforms with its target audience. The university scholarship post reached more than 400 university students, and the HKEX Foundation post reached over 2,400 NGO-related LinkedIn members.
A series of thought leadership articles were also published on key international and local media platforms as well, showcasing insights of more than 10 senior executives.
Apart from this, an internal staff campaign was launched offering HKEX-themed bamboo sunglasses and cases to staff, and an internal quiz with prizes for staff, to name a few.