Throughout the year, Channel NewsAsia produces a range of documentaries, current affairs and lifestyle content, which appeal not only to Singaporeans but to the larger Asian audience, as well. Episodes of human stories and thought-provoking series that deep-dive into politics, business, money, history, food and more.
REBL’s task was to to promote these programmes across digital platforms to drive viewership, increase share of voice and raise brand presence through engaging ads on Facebook and Google Display Network.
For each and every content title or series, a set of Facebook and GDN ads were produced. Each set included up to four permutations of copy, creative or format angles for the purposes of A/B testing.
The best performing two permutations were then used for the next set of ads for the mid-season refresh, with the better perfoming of the two then finally used for the end-of-season ad set.
In total, we worked on ad creatives across over 30 titles, involving more than 190 digital ad banners and 160 Facebook ads.
“Once A Refugee” Series Ad for Google Display Network
Here’s What The Client Said
Caroline Joanne Bone
[Manager Marketing & Distribution, Channel NewsAsia]
As the nature of our programmes caters to a wide variety of audiences, it is imperative for us to tailor our marketing messages to each intended consumer. With their market knowledge and creativity, REBL has effectively and successfully reached out to the relevant target audience for each programme. What’s more impressive is that they’ve managed to achieve this with multiple deadlines on a daily basis!