How a Bank Became Thought Leader by Creating Interactive Infographics

To position Bank of America as a progressive thought leader, Quartz created an interactive infographic that invited readers to compare different countries against one another.
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Summary

To position Bank of America as a progressive thought leader, Quartz extracted data insights and created an interactive infographic that invited readers to compare different countries against one another and examine the metrics that affect global competitiveness.

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Publisher/Agency: Quartz / Groupe Connect
Campaign: Global Economic Competitiveness
Brand: Bank of America
Country: USA

The original content positioned the brand as a progressive thought leader and advanced its messaging around responsible, sustainable growth.

Mission

Quartz’s partnership with Bank of America aligned the Bank with key topics of interest around the annual World Economic Forum in Davos. The original content positioned the brand as a progressive thought leader and advanced its messaging around responsible, sustainable growth.

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KPIs

Interaction rate and social actions served as the primary measures of success.

The interactive graphic reached a highly educated and influential audience of business, political and social leaders.

Target audience

The interactive graphic reached a highly educated and influential audience of business, political and social leaders.

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The content served both attendees of the World Economic Forum and those following along with events remotely by offering sophisticated data visualisation, in-depth analysis and a mobile-first approach to this audience of thought-leaders.

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Strategic approach

Quartz extracted key data insights from the World Economic Forum’s annual competitiveness report and examined their implications against Bank of America’s narrative of Responsible Growth.

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An in-depth analysis of seven key competitiveness pillars provided a look into some of the factors driving global prosperity and underscored one of the Bank’s core priorities of extending its influence to bring scale and resources to the solutions needed to move society forward.

Creative idea

The interactive graphic took a highly visual approach to a data-heavy feature, distilling WEF’s rankings into a “web” of competitiveness that invited readers to compare different countries against one another and examine the metrics that affect global competitiveness.

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Platforms

The content was integrated on qz.com across desktop, tablet and mobile platforms.

Content distribution and promotion efforts

Quartz employed a social amplification strategy to ensure the content achieved reach beyond the immediate Quartz environment.

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The targeted social promotion reached thought leaders across Facebook and Twitter. Additional cross-promotion with sister-brand The Atlantic brought the interactive graphic to an even larger audience.

Size of team involved

The graphic was produced by a team of four at Quartz (one writer/researcher, one designer, one developer and project manager).

Four stakeholders on the client side and four from Groupe Connect were also closely involved in the creation of the content.

The content achieved an interaction rate 4x greater than the typical Quartz benchmark.

Results

  • The content achieved an interaction rate 4x greater than the typical Quartz benchmark.
  • Users spent 2x as much time compared to Quartz’s benchmark, and averaged around 24 actions per visit.
  • The content was also successful on social, garnering social actions 12x the Quartz benchmark and social referrals 5x the benchmark.

This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

DOWNLOAD: Native Advertising Trends 2017 – The News Media

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