WSJ shares journalistic inspirations with readers

The Wall Street Journal has unveiled #WSJbe, its biggest multi-media brand effort across Asia Pacific to date, speaking to readers’ aspirations, with inspirations driven by a skeleton crew from its Asia editorial team.

Targeting consumer and trade media, the campaign adopts a heavy storytelling approach featuring personal stories and aspirations behind four key journalists’ career paths.

They include Li Yuan, editor in chief of the WSJ China edition; Patrick Barta, Asia News editor, features; Maya Pope-Chappell, social media editor; and Juro Osawa, the Asia tech correspondent.

The multi-media brand campaign is led by two 30-second TV commercials created by local independent Lime Creative HK, along with print, online and out-of-home channels developed by WSJ’s in-house team.


Alongside the campaign are two new content-sharing platforms – #WSJbe and a dedicated campaign site – capitalising on social media and the digital space to encourage users to share stories and photos about what inspires them through weekly conversations.

On the campaign’s landing page, each featured journalist will tell a story of the inspirations and aspirations behind their career paths. It will also curate social media postings and include further videos of the four journalists.

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“As a globally trusted source for accurate and influential news since 1889, The Wall Street Journal’s content has rapidly evolved to become increasingly digital and interactive,” said Anjali Kapoor, the marketing director for Asia Pacific at Dow Jones.

“We’re delighted to deliver a unique brand campaign that reflects this ongoing innovation and intertwines the ambitions of our readers with our news team’s passion for journalistic excellence.”

Bill McQueen, chief creative officer of Lime, added: “ Since our launch we have worked with many prestigious brands. Producing creative and delivering content beyond our client’s expectations.”

Established in 2012, Lime Creative HK is a local based creative and video production firm which has a wide client profile, including CNN, Cathay Pacific, CROCS and The Penninsula group.