Case Study: South China Morning Post Boosts Efficiency and Productivity with Creative Automation

The South China Morning Post (SCMP), a prominent news media company in Asia, sought to increase the volume of campaigns they produced without expanding their internal team in order to create more relevant and personalized ads for potential subscribers and advertisers. By implementing Celtra’s Creative Automation, they were able to improve their operational efficiency by 2.8 times and increase their monthly campaign output from 1-2 campaigns to an impressive 5-6 campaigns.

Challenge: Limited resources necessitate greater efficiency 

The South China Morning Post, a leading news media company reporting on Hong Kong, China and Asia for over a century, aimed to boost its revenue and audience engagement by growing the number of paid subscriptions, increasing content promotion and attracting potential advertisers. To achieve this, SCMP needed to generate a variety of personalized and targeted advertising campaigns, encompassing a range of SCMP products. However, the company faced a significant challenge due to its limited internal resources: a small creative team could only manage to produce one to two campaigns per month. SCMP sought a solution to at least double their efficiency, thereby increasing both the volume and relevance of their ads.

Solution: Creative Automation streamlines production processes

SCMP chose to improve their internal processes by implementing Celtra’s Creative Automation. By letting technology automate repetitive tasks in design, content creation, and distribution, they significantly reduced the time required to produce each banner. The team saw a dramatic reduction in creation time – they went from an average of one hour per banner to just 10-15 minutes per banner.

Results: Creative team dramatically enhances efficiency and productivity

With the new workflow in place, SCMP’s creative team experienced a more than 70% reduction in production time per creative variant and an overall 2.8x increase in efficiency. This improvement allowed the team to increase their output from 1-2 campaigns per month to 5-6 campaigns. Additionally, they reduced human error and freed up more time for strategic and creative work. In short, by leveraging Creative Automation, SCMP was able to overcome resource constraints and achieve significant gains in productivity and campaign relevance.

Want to see how Celtra’s Creative Automation solution can help your business? Reach out to our team and see our cloud-based platform in action.