THEIR STORY THEIR SOLUTION A window into China 15 seconds of fame Broadcasting in English, CCTVNEWS is a The two-week campaign targeted 18 to CCTVNEWS' campaign reached over 34-year-olds living in the US, who use 3.7 million people from the target audience division of China Central Television (CCTV) Instagram as a source of discovery. The and achieved a 6-point lift in advert recall – China's largest television station. Through broadcaster created two pieces of 15-second among 25 to 34-year-olds. The videos had content that featured memorable moments powerful cut through on Instagram, and a combination of news stories and in-depth from its documentaries and international in the highly competitive entertainment commentary, it offers a global audience the stories. These dramatic videos sparked the landscape in the US achieved a significant Instagram community's interest and, with 4-point lift in brand awareness. Chinese perspective on international affairs and the subtle use of branding, successfully an insight into modern China. communicated that CCTVNEWS is the go- to source for world news – from a unique perspective. "Instagram advertising allowed us to reach our target audience at scale in the US. By producing THEIR GOAL video content specifically for the platform, that showcased the breadth and quality of our news A far-reaching story programming, we could truly engage the English speaking youth community on mobile." Zhang Shilei CCTVNEWS wanted to reach millennials in the Head of Multimedia Global Operation, CCTVNEWS US and increase brand awareness. By engaging this audience on Instagram, they could position the channel as a trusted source of news and a place to stay in touch with Chinese culture. CROSS-BORDER BUSINESS HANDBOOK