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BEST USE OF ONLINE MEDIA // SILVER Mediafin, Accenture, Société Générale Private Banking, ALD Automotive
By creating a specially designed marketing environment using content, Mediafin’s Content Republic succeeded in generating interest and strengthening the position of the three clients. The campaign launched in April 2016.
Strengthening the position of Accenture, Société Générale Private Banking, and ALD Automotive on the Belgian market as future proof, innovative companies and thought leaders.
With a “show, don’t tell” approach, they focused on showcasing the added value of forward-thinking companies rather than their services – ranging from consulting assignments to leasing services. Ultimately, they wanted to inspire potential clients with specific cases and communicate the value of the solutions without discussing the service offerings as such.
For this project, they saw the perfect opportunity to develop a prestigious marketing environment using long-form multi media specifically designed and developed towards generating reader engagement, which was named “Digitisation: threat or opportunity?” using their media platform Partner Content.
This native advertising project came to life as a bilingual online hub, designed to spark reader engagement. The fact that they managed to bring together three different companies from three different sectors meant that they were able to bring to life the challenges of three industries that will most likely experience the biggest changes in the years to come.
The project premiered a highly interactive, visual and cross-media format, populated with high-quality content
Their target audience included B2B influencers and decision makers of large corporations, as well as SMEs, entrepreneurs and high net-worth individuals. Given the fact that the Mediafin Publications “De Tijd” and “L’Echo” have extensive reach amongst these profiles, they make for the perfect channels to target these people.
With “Digitisation: threat or opportunity?” they aimed to strengthen the position of Accenture, Société Générale Private Banking, and ALD Automotive on the Belgian market as future proof, innovative companies, and thought leaders by assessing the impact of digital disruption on peoples’ daily lives and companies’ business models – both today and in the future.
The project premiered a highly interactive, visual and cross-media format, populated with high-quality content written specifically for an audience of senior decision makers.
In order to claim the domains of “future proof” and “innovative,” the content environment acts as a plug-in to the independent, editorial environment. This allowed the partners to enrich the editorial content with their own vision and expertise, complemented with examples, context, and trends. Thanks to this set-up, they managed to respect the editorial independence, while maximising the interests of the partners.
Size of team involved
They brought together the teams of three different companies from three different sectors. The combined key project team consisted of 10 to 15 people at any given time.
Online, mobile, tablet and e-mail.
The strategic editorial approach assured high visibility through the business media De Tijd and L’Echo, which have a combined total daily reach of 270,400 readers (print + tablet + web).
A permanent Partner Content box on the homepage of the newspapers and throughout the en- tire website ensured sufficient visibility in a most natural way. In addition, striking short copy banner advertising was served over 2,000,000 times to a highly segmented audience. This was complemented with targeted email marketing based on a selective database.
As a result, the “Digitisation: threat or opportunity?” online hub received 11,000 page views, and more than 10,000 unique page views (April-June 2016, Google Analytics).
For this project, they saw the perfect opportunity to develop a prestigious content marketing environment.
On average, time spent on page reached 10 minutes in Dutch and 5 minutes in French (April-June 2016, Google Analytics); which is more than double the average time on page for a traditional editorial news article. In addition, scroll maps showed that interactive and conversion elements, such as a “contact this expert via LinkedIn” were viewed the highest number of times.
In response to the “Digitisation: threat or opportunity?” native advertising project, Accenture, Société Générale Private banking and ALD Automotive received positive reactions from the market – from prospects and clients, as well as their partners.