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Creating a thought leadership position

HSBC Bank International had a need to better understand their target market and create a leadership position among expatriates. H+K Strategies devised a survey that covered a number of key issues, including lifestyle, children and ease of integration, relevant to expats around the world. The release of the first report in the 2008 study resulted in a 307% increase in media coverage for HSBC Bank International achieving more coverage in 4 weeks than the previous seven months put together.

IMPACT TO DATE

  • Worldwide media coverage appeared in print, broadcast and online and particularly in the bank’s target markets of Europe, USA, Asia and the Middle East
  • By the end of 2009, the study secured an overall increase in coverage of 600% across a range of different sectors. Key highlights included the Financial Times, Press Association, Daily Telegraph, Daily Express, The Sun, Sky News, Telegraph.co.uk, CNBC Europe, Forbes, Straits Times, and Bloomberg
  • Proactive media enquiries have also sharply increased, as well as from third party companies looking for credible research on the expatriate community. Valuable relationships with key media have been formed with many keen to receive the third and final report of the series
  • In 2009, Twitter activity supporting the release of the second study secured 1million opportunities-to-see, in addition to other PR activity, within one week of launch
  • Global audience figures of approximately 24,000,000 representing an increase of 280% from 2008 (8,600,000 in 2008)
  • PR activity in 2009 generated £500k of new business for HSBC Bank International through social media alone