United Kingdom | 2022
Content means different things to different people. Articles. Videos. Podcasts. All sorts. Sometimes the written word has been pushed to one side in favour of newer, shinier toys in the marketeer’s kitbag. But for certain audiences, the power of the written word – and written content – is arguably still the most influential tool. The ability for an expert to present an articulate, coherent argument around a core theme or idea that sparks the imagination and creativity of others can be an incredibly effective tool. So when AkzoNobel wanted to reach an international audience of architects for its Interpon brand, and convince them of the benefits of powder coatings over traditional liquid paints, we suggested content was key. We proposed two, authoritative White Papers, one that focused on the design benefits of powder coatings and a second to focus specifically on sustainability. And what a success they turned out to be. By pushing them out through digital channels, more than 400 of the papers were requested and downloaded, along with almost 200,000 visits to a dedicated microsite, further content created specifically for the campaign. And if you like your numbers, the content has led to an uplift in leads across all three regions (EMEA, North America, and South Asia) and a pipeline of new business estimated conservatively to be in the region of €3.5 million. As our client says: “creating great content is a rare gift” and what Gravity achieved “was amazing across the creative spectrum”.
Warner Media - Courageous Studios
Content Marketing & Writing
YouTube Channel / Video (NEW)