Global Marketing Report

Art Direction / Data Visualization / Editorial

[ Challenge ] Nielsen is launching the fourth installment of the Annual Marketing Report, one of the most successful pieces of content based on downloads and leads generated. The report is driven by a survey of marketers across a variety of industries focused on media, data, technology and measurement strategies. We need to continue and surpass the success through a different user experience. 

​

[ Objectives ] Create a global report that conveys to the audience that Nielsen understands key advertiser challenges and has the expertise, market insight, and modern solutions to partner with clients to help them overcome these challenges.

​

[ Approach ] 

Content: Use survey data to take the pulse of the market, then craft a report to address sentiment, challenges and needs. Data is great, but providing the audiences with an understanding of what the data means is better > Lean into insight and perspective to drive engagement.

Digital Experience: Be it at work, or on their commute, our audience are unlikely to read the report in depth. We need to use creative techniques to increase the opportunity for the vital information to be delivered and absorbed. We create a "shopping experience" that allows our audience to shop around, pick only the "items" (chapters) that they are resonated with. The items in the cart get bundled as a fully customized report at the checkout page. 

[ Results ] 

10,471 Social clicks

138 Published stories

22,305 Downloads

1,276 SFDC Campaign members

7 Sales opportunities