Branded Content

Live & Learn Taps into the Young Segment

Live & Learn Taps into the Young Segment

Amidst the pressure from exams, pursuing college degree and making career choices, Hong Kong youngsters are no doubt going a lot of stress. Oath has a solution to cope with this group of audience segment.

Building on top of the successful, decade-old Yahoo Education portal, the latest Live & Learn Content Hub is surely a refreshing Education portal for youngsters. Launched in late June 2018, Live & Learn attracts Hong Kong teenagers with trending education- and school life-related topics, career tips and an interactive calculator for students to better plan their lives ahead.


Focus in the Young Segment
Content specifically targets students looking for information in secondary school selection, furthering studies, alternative career paths and general teenage-related inquiries. Sub-categories include titbits on general studies, overseas pursuits, school life, liberal studies, extra-curricular activities, hobby classes, sports events, result releases, working holidays, career perspectives, start-up opportunities, as well as perspectives for both JUPAS and non-JUPAS students.

JUPAS Calculator
A total of 12 new articles are updated on a monthly basis alongside selected and related news from Yahoo. Even more practically, the website spotlights on a JUPAS Calculator to help students navigate confusing score formulas and admission weights. During the last JUPAS result release, just 10 days after its official launch, the page attracted 65,000-plus unique users.

JUPAS Calculator

Liberal Study on Social Media
Additionally, Live & Learn also extends to Social Media to remain top-of-mind for students with an Instagram account – whimsically dubbed "Liberal Studies for Lazy People" – to share lifestyle-oriented news and stats like germ count on MTR handlebars and number of times Hong Kongers travel per year (it's five, by the way).
The young segment has eyes glued to our portal. In just 10 days since the launch, the portal attracted 79K+ UU. Particularly on July 11, the day of DSE exam result release, there were 142K+ PV garnered, drawing high engagement from the targeted audience.