HSBC
Emma Raducanu
How can you launch a brand ambassador in style?
Working closely with our Sports and Financial Services teams, we worked with HSBC global brand partnerships to launch their new brand ambassador, Emma Raducanu.
Emma was selected by HSBC as a brand ambassador as she mirrors HSBC’s strengths and values and we had to tell the world in a way the audience would care.
To do this, we created a suite of beautiful still imagery and accompanying ‘behind-the –scenes’ film to announce Emma’s partnership and create buzz.
This was then supported by a combined effort of Burson’s offices around the globe to target trade, news, sport, and consumer lifestyle titles. In total, the HSBC video and images saw nearly 30 million impressions on owned and shared channels with 5 million video views.
Post-launch we developed a strategy based around key calendar moments and at the start of 2023, created a piece of content that tapped into Emma’s international heritage to go live during Lunar New Year. We created a sit-down piece of content between Emma and F1 presenter Lissie Macintosh that highlighted the shared values between HSBC and Emma, allowing us to reach new audiences – in particular, younger socially-native customers of the future.
