Case Studies

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Case Study

Netflix

The Ascent

  • Brand Study
  • Native Content
  • Video

The Work Behind the Work

Atlantic Re:think, partnered with the Netflix House of Cards team to deliver a one-of-a-kind custom content experience. The program came to life through a long-form multimedia feature, “The Ascent,” which leveraged original reporting, expert interviews, data visualization, and user-interactive elements, to align House of Cards with a fascinating exploration into the dynamics of American presidential couples, past and present.

  • Native Content

    To bring The Ascent to life, Atlantic Re:think gathered a team of journalists, videographers, artists, professors, and data scientists to embark upon this ambitious undertaking. Throughout the article, we wove in rich user interactive elements, including a photographic timeline charting the rises to power of five different U.S. presidential couples, and body language analysis using dating from the NYU Movement Lab. And working with one of the nation’s leading linguistics experts, James Pennebaker, we used a special software to analyze the dialogues between House of Cards’ own first couple, Frank and Claire Underwood, illuminating the power dynamics between them across seasons two and three.

  • Video

    The feature also include a video interview with the foremost expert on first couples, journalist Kati Marton, who helped guide our editorial vision for the piece.

  • Brand Study

    We partnered with the GfK Group to conduct a dimestore study, which measured the effectiveness of The Ascent program according to reader association with the branded content feature and with Netflix's House of Cards.

Highlights

Highlighted as Digiday's Native Ad of the Week

Recognized by FastCo as "top-shelf digital advertising"

Press mentions in AdAge, the Native Advertising Institute, and Sharethrough

9x above Re:think benchmark for page views

24x above Re:think benchmark for social actions

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Case Study

Xerox

Working Better

  • Brand Study
  • Native Content

The Work Behind the Work

The “Working Better” program was an immersive custom content experience running in the U.S. and the UK that took the form of a digital platform offering relevant and diverse insights on how to enhance company productivity and efficiency. Knowing that the sharing of knowledge, ideas, and experience between peers is vital to evolution, the program was built upon in-depth qualitative research that addressed real-life pain points and challenges of C-Suite audiences (identified in a survey with The Atlantic’s network of business leaders). Then, prominent thought leaders such as Stew Friedman and Liz Wiseman were presented with the research and offered tangible tips and advice on how to tackle common business challenges. A customized, informational “mosaic” was then created for consumers to navigate based on their needs and interests. The Re:think team also produced five feature articles exploring the thought leaders’ ideas in-depth. Consumers were also able to order or download a PDF of the “Working Better” book that beautifully packaged all of the wisdom from the program (positioning Xerox as the leader in enhancing business success).

  • Native Content

    The articles offered an in-depth look at the issues emphasized in the survey results. While the dashboard mosaic offered utility and advice, the articles offered a look at possible factors causing the issues and case study examples.

  • Brand Study

    We conducted a control and exposed survey measuring the full brand campaign to great success. Xerox is traditionally seen as a copier company, but we saw through the campaign real changes in brand attributes as a result.

Highlights

HubSpot 7 Best Native Campaigns of 2015

Outbrain “Working Better Ranked #2 in Best Native Ads of 2015”

Brand Tale “Best of the Week”

Recognized by “The Overlap League”

Nudge “Campaign of the Week”

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Case Study

athenahealth

Population Healthier

  • Brand Study
  • Native Content

The Work Behind the Work

Technology and big data are revolutionizing the healthcare landscape. To demonstrate that change, we worked with athenahealth to create groundbreaking, interactive content that was illuminating and powerful.

  • Native Content

    With eighteen immersive and well-researched articles, we explored how to apply the idea of population health.

  • Brand Study

    The program included a brand lift study, measuring the effect of the program on awareness, intention to consider the brand, and overall opinion. The results saw a 12.5% increase in aided brand awareness.

Highlights

49% above Re:think benchmark for average minutes watched

79% brand conversion rate

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Case Study

BASF

Future Sight

  • Native Content

The Work Behind the Work

BASF and The Atlantic partnered to help drive awareness and trust of BASF among a U.S. audience. To do this, we crafted content to reach thought leaders and green advocates that helped position BASF as a chemical company devoted to a sustainable future.

  • Native Content

    We leveraged custom content and high-impact media designed to illustrate how BASF creates chemistry for a sustainable future, with a series of 2 infographics that focus on escalating environmental concerns and what we can do to address them.

Highlights

53% above Re:think benchmark for page views

50% above Re:think benchmark for unique visitors

18% above Re:think benchmark for time spent on site

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Case Study

IBM

How Technology Transforms Phase II

  • Native Content

The Work Behind the Work

IBM wanted us to highlight IBM's work in the insurance, healthcare, education, and retail industries. In this second phase of the partnership, we did that by finding stories fit to reach IBM's target audience.

  • Native Content

    Phase 2 came together with four articles, each featuring similar illustrations to provide a consistent look and feel. We told stories on cancer, personal shopping, and education, detailing major stories in their primary industries.

Highlights

178% above guarantee for social actions

91% above Re:think benchmark for page views

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Case Study

Forevermark

The Journey Within

  • Native Content

The Work Behind the Work

The most precious things in life, as in love, are found through unwavering and passionate pursuit. To demonstrate this, we built The Journey Within, a three-part series utilizing storytelling and original photography to deliver inspiring stories that got at the root of Forevermark’s philosophy of passionate pursuit.

  • Native Content

    With The Journey Within, we built a vibrant three-part series on TheAtlantic.com based on the unique journeys of three incredible women: a boxer intent on becoming the most dominant woman in her sport; a master sommelier breaking through the wine glass ceiling; and a trailblazing Hollywood director.

Highlights

594% above Re:think benchmark for social actions

81% above Re:think benchmark for page views

77% above benchmark for engaged seconds

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Case Study

United Technologies

Growing Cities: An AtlanticLIVE Event

  • Event
  • Native Content

The Work Behind the Work

In the winter of 2016, AtlanticLIVE partnered with United Technologies to host "Growing Cities," a one-day gathering in NYC focused around sustainable urbanization. As the exclusive event sponsor, United Technologies received sole branding across all event messaging (the company's CEO was also a featured speaker at the event). Speakers included thought leaders from the NYC Mayor’s Office and Harvard University, editors from The Atlantic and The Economist, as well as renowned chef/restaurateur Dan Barber.

  • Event

    How can cities become more sustainable and efficient? How can they use architecture, transportation, and production of everyday goods to meet demands of growing populations? We explored questions like these and much more during the Growing Cities Forum. To expand the impact of the discussion beyond the event itself, Re:think commissioned reported stories and videos from the event that lived on TheAtlantic.com after the event was over.

  • Native Content

    In conjunction with the AtlanticLIVE event, we published an engaging piece of syndicated content from UTC about the future of urbanization. Written by the company's Chief Sustainability Officer, it's engaging, high-quality branded content and a great example of just one of the ways we can bring events to life.

Highlights

55,000 unique visitors who spent an average of almost 5:45 on-page

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Case Study

IBM

Augmenting the Way We Think

  • Native Content

The Work Behind the Work

As part of our continued partnership with IBM, Re:think created multiple longform articles focusing on the impact of cognitive computing in different industries. Though the programs themselves ended, the content was still relevant. To continue promoting the articles, we created an interactive, high-impact experience to resurface the evergreen content, which pulled in quotes and statistics from the articles to highlight things that the reader may have missed the first time they read it.

  • Native Content

    The interactive served as a hub for all of our cognitive computing content. A user could experience it in a new way on the page while also navigating from the interactive to the content itself and continuing to read more on this topic.

Highlights

117% above Re:think benchmark for page views

123% above Re:think benchmark for social actions

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Case Study

JPMorgan Chase & Co.

City Makers 3.0

  • Brand Study
  • Edit Sponsorship
  • Event
  • Native Content
  • Print
  • Video

The Work Behind the Work

City Makers is a powerful multi-media program that highlights stories of growth and social good around the world, all while shining a spotlight on the far-reaching, long-term impact of JPMorgan Chase’s work and thought leadership. Our teams traveled all over the U.S. to profile local organizations, tell stories of progress, and highlight ways cities and businesses can learn from one another to move the larger economy forward.

  • Native Content

    The City Makers custom content comprised a nine part series focusing on the role of small businesses in our economy through different perspectives. These perspectives included those of Latino-owned businesses, the banks who provide micro loans to aspiring start-ups, the incubators who help new ventures with space and funding, and more.

  • Video

    The custom video as part of the program focused on veteran small business owners. One million veterans will come home in the next five years and a quarter want to start their own businesses, meaning they have the potential to be a driving force of the national economy. In the video, we profiled the organizers and members of Bunker Labs, a Chicago accelerator started by veterans, which offers resources and training to these entrepreneurs.

  • Native Content

    We syndicated two content pieces from Quartz around the anniversary of the Detroit investment.

  • Edit Sponsorship

    The City Makers franchise also includes a robust sponsorship of editorial projects including one of our most celebrated series "American Futures," in which James and Deb Fallows traveled across the country by plane to report on "The people, organizations, and ideas reshaping the country." Along with this series, JPMorgan Chase was also the sponsor of New Hometowns on TheAtlantic.com, and Getting to Work on CityLab.com.

  • Print

    We wanted to ensure that our stories had the opportunity to reach the largest audience possible, which meant inclusion in our print magazine. We created two custom print spreads, which condensed and translated the key ideas and takeaways from two of the digital content pieces into this format.

  • Event

    JPMorgan Chase partnered with The Atlantic not only on CityLab, one of our tent pole events, but also on a custom event to expand on these topics of economic progress and innovation. CityLab gathers the world’s most creative mayors and city practitioners with artists, academics, funders, and other public and private sector leaders focused on improving cities and spreading urban strategies that work.

  • Brand Study

    To measure our content's impact, we partnered with the Reputation Institute to conduct a forced exposure study for City Makers. We found significant increases in JPMorgan Chase's reputation as a result of the partnership and have used this data to inform our ongoing content creation process.

Highlights

The content program saw tremendous reach: 2x the Re:think content benchmarks

American Futures continued to get press pickup and social traction from influencers including Steve Case (former CEO of AOL), Eric Schmidt (Executive Chairman of Apple), and Katie Couric (Global News Anchor)

CityLab received over 180 million earned social impressions from over 7,800 social posts sent by more than 2,900 unique contributors.

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Case Study

Microsoft

Made in the Cloud

  • Edit Sponsorship
  • Native Content
  • Print

The Work Behind the Work

Microsoft sought to strengthen their position as a leader in cloud-based solutions among business and IT decision-makers. Our expertise in cloud capabilities and IT made us the perfect partner to explore, through text and visuals, how the cloud has revolutionized business operations across various industries, and how it will continue to change the nature of everything from architecture, to shopping, to health care.

  • Native Content

    Atlantic Re:think created a 5-part infographic series summarizing case studies in which Microsoft Cloud products were used to streamline operations and evolve business in the automotive, health care, finance, and retail industries, as well as in the construction and maintenance of skyscrapers.

  • Edit Sponsorship

    Microsoft sponsored the editorial report "Beyond the Cloud," a 12-part series exploring emerging technologies and the coming information age in space.

  • Print

    To extend the reach of the digital infographic series, Atlantic Re:think created print-friendly versions of each infographic, highlighting key findings and encouraging readers to view the full execution on TheAtlantic.com.

Highlights

135% above Re:think benchmark for page views

72% above Re:think benchmark for social actions

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Case Study

Pitney Bowes

A&Q

  • Edit Sponsorship
  • Native Content

The Work Behind the Work

To drive awareness of and affinity for Pitney Bowes' modern business offerings, we partnered to highlight Pitney's different business pillars. We also looked to place Pitney Bowes as an innovator in the business space.

  • Native Content

    "How Can Retail Be More Connected?" explains how businesses can go beyond convenience and speed when it comes to shipping a delivery. In "Brick and Mortar is Dead," we ask whether e-commerce is really the end of the store.

  • Edit Sponsorship

    Pitney Bowes sponsored A&Q, a landmark editorial platform based on The Atlantic's new brand positioning, Question Answers. It spanned the gammut of topics, including the plight of the middle class, start-up creation, and crime decline.

Highlights

78% above Re:think benchmark for average time spent

12x above Re:think benchmark for video views

3x above Re:think benchmark for page views

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Case Study

TIAA

The Thing That Says It All

  • Native Content

The Work Behind the Work

To emphasize TIAA as a financial services company that can account for a variety of needs, we worked to create a gripping, deeply human story.

  • Native Content

    Using audio, visual and text, "The Thing That Says It All" brings readers into people's experiences in realizing success. While success is different for everyone, it is always deeply personal and human, as exemplified by the stories of Hollis, Calestous, Michel, and Nicholas.

Highlights

2x above Re:think benchmark for page views

2x above Re:think benchmark for social actions

87% above Re:think benchmark for average time spent

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Case Study

Siemens

Winds Across America

  • Native Content
  • Video

The Work Behind the Work

We created a two-part article and six-part video series highlighting the humanity in a manufacturing plant. Siemens is a leader in the wind energy movement, but the brand is not recognized as such. We spent a week in two communities, two manufacturing plants, and one wind farm to capture the people behind the process, and how wind energy has benefited rural America by creating jobs and bringing optimism to a region that's often passed over.

  • Native Content

    With on-the-ground reporting, we examined what it means to a community to have manufacturing plants return to the midwest and the impact this has on the national economy, environment, and mindset.

  • Video

    The videos captured what emotional, human words like "strength," "movement," and "touch" mean in the context of a manufacturing plant, bringing dynamism and optimism to the forefront of the feature.

Highlights

4x more views compared to Atlantic Re:think benchmark

79% longer engagement on the content compared to Atlantic Re:think benchmark

201% more engagement on social compared to Atlantic Re:think benchmark

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Case Study

Optum

Journey of Care

  • Native Content
  • Print

The Work Behind the Work

Atlantic Re:think understands the frustrations and pain points inherent in the traditional health-care process. To educate readers on how Optum is revolutionizing this complicated and ever-changing industry, we produced content by, and featuring, health-care professionals from a variety of medical disciplines. Each had a different perspective on the flaws and aspirations of the health-care system, and they came together to present a unified, optimistic vision of a seamless care path.

  • Native Content

    An originally reported article featuring interviews with health-care experts investigated the changing health-care landscape and the innovation of coordinated care, while a colorful, step-by-step infographic illustrated one theoretical woman's journey through the type of integrated, preventative care system Optum would provide.

  • Print

    Our custom infographic, Journey of Care, was condensed and reproduced for publication in The Atlantic's October 2016 issue.

  • Native Content

    In order to reach readers where they’re increasingly consuming content, we adapted Optum’s custom program for promotion on Facebook Instant Articles and Apple News.

  • Native Content

    Two syndicated articles by Optum executives—experienced physicians themselves—detailed the company's work to streamline health care and improve their patients' outcomes by adapting advanced care processes for at-home visits and using traveling clinics to bring care to under-served populations.

Highlights

4.5X above Re:think benchmark for social actions

2X above Re:think benchmark for page views

Joined The Atlantic as one of the first two publishers on Facebook Instant Articles

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Case Study

Qualcomm

Painting What's Possible

  • Native Content
  • Print
  • Video

The Work Behind the Work

As a continuation of our "Could: Painting What's Possible" partnership with Qualcomm, we created two new experiences this year around 5G and the connected car. We understood that the technology that makes these innovations possible is hard to define and visualize, so we enlisted the help of multi-media artists and sculptors to interpret how that technology affects our society and how we interact with it.

  • Native Content

    The first feature, which launched simultaneously with our July/August print issue, focused on 5G and what this technology will enable—such as seamless virtual reality, the Internet of Things, and more—as told through video, text, infographics, tech insights, and a custom art piece. The connected car piece, which launched at the same time as our September issue, envisioned a world in which our cars can communicate automatically and digitally with everything from pedestrians, to highways, to nearby businesses.

  • Video

    We not only approached these topics from a research angle in the article, but brought in an artist to interpret and visualize the impact of this technology. In the accompanying custom video, the artist explained the meaning behind their piece and their hopes for the connected future to help humanize tech-focused topics.

  • Print

    We translated both digital features to custom print gatefolds that pulled in excerpts from the article, the artist interview, the Qualcomm perspective, and the custom art.

Highlights

Brandtale Best Native Content of the Week

Finalist for the Digiday 2015 Best Branded Content Partnership

Recognized as one of Folio's Best Custom Programs

36% higher than Re:think benchmark for time spent on the page

2.7x higher than Re:think benchmark for page views

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Case Study

Zurich

Emerging Technologies

  • Native Content

The Work Behind the Work

To amplify Zurich's role as a leader in risk management, we produced four custom articles about the risks that legacy and emerging businesses face that lived on TheAtlantic.com. Featuring original illustrations, each article was promoted via native placements, high-impact units, and social amplification.

  • Native Content

    Each article provides a unique perspective on emerging technologies and how they relate to cybersecurity. Topics include 3D printing, the Internet of Things, and biometrics.

Highlights

Shared by Business Decision Makers such as Stan Stahl (Founder of Citadel Information)

41% above benchmarks for Page Views

48% above benchmarks for Social Actions

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Case Study

Pfizer

Bringing New Medicines Into The World

  • Native Content
  • Print

The Work Behind the Work

When Pfizer sought to emphasize their commitment to improve health through science, The Atlantic utilized Pfizer scientist Susan Silbermann to help tell that story.

  • Native Content

    Susan Silbermann presented at an Atlantic event in Aspen, explaining the process of developing new medicines in the fight against global diseases. Our team took that presentation and developed a comprehensive article: "Bringing New Medicines Into the World."

  • Print

    In print, this campaign had a custom advertorial in the September issue of The Atlantic accompanied by a Pfizer brand ad.

Highlights

2x Re:think benchmark for average time spent on site

25% above benchmark for page views

15% above benchmark for social actions

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Case Study

Kohler

Perspectives

  • Native Content
  • Video

The Work Behind the Work

Atlantic Re:think was a natural partner for Kohler when they looked to explore the process and humanity behind product design, in both the digital and analog space. Custom content with companion videos seamlessly aligned Kohler's NeverTOONext campaign with tech, innovation, and empathy. Rather than focus on technicalities, we chose to highlight the careful, humane philosophy that drives effective design.

  • Native Content

    Two articles featured Manhattan product design firms, each focusing on a leader within the company who shared the philosophies they take to design. We found that empathy for the user and a true motivation to improve the world were what made these firms true innovators and disruptors in their sectors.

  • Video

    Embedded within each article were companion videos—three per firm—conveying each element of the design process. Visually stunning with layered sound mixing, narration also helped the videos stand alone on social media.

Highlights

2016 Folio Award Winner

Praise from design firms and industry professionals

Deemed "best sponsored content" by media, design, and UX experts

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Case Study

Jaguar

The British Impact

  • Native Content
  • Video

The Work Behind the Work

To support the launch of the F-PACE, Jaguar's first SUV ever in the U.S. market, the brand looked for a content partner that could speak authoritatively about the exchange of cultural influence between Britain and the USA. Jaguar’s objective was to drive awareness towards the F-PACE launch and create an impactful branded content campaign featuring video. The solution was The British Impact: A massive cross-continent production that explored the emerging British influences on American culture in music, food, and design.

  • Native Content

    Three chapters, focusing on music, food, and design, each contained several written articles, photo galleries, and videos. This gave each chapter variety and dynamism, while they were still unified by an umbrella topic. Whether the reader wanted to read, click through a gallery, or watch a short bonus clip, something in the experience was sure to draw their attention.

  • Video

    At the beginning of each chapter, the hero video transported the reader to the U.K. and back. You could see radio host and DJ Gilles Peterson explore the resurgence of jazz in London with some of the most innovative musicians in the UK. Or you could spend some time with foundational British chef Mark Hix and discover how cooking over wood is elevating fine dining. You could also watch the founding members of Colophon Foundry discover the unexpected ways typography is affecting everything we see, from calligraphy to architecture. In each video, both British and American talent spoke to the two-way exchange of influence and ideas across the Atlantic.

Highlights

"The program offers the most ambitious video from Re:think to date – and uses Verse to tell the story of the modern British invasion in three parts." -Verse, PR Newswire

"Atlantic Re:think pushed beyond the boundaries of what many consider a native campaign by tapping into top talent, big ideas, a variety of visual concepts..." -Native Advertising Institute

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Case Study

Morgan Stanley

What Is An Economy?

  • Edit Sponsorship

The Work Behind the Work

To reinforce Morgan Stanley's position as a thought leader in the financial space, we syndicated three Morgan Stanley articles and put them on TheAtlantic.com. To further frame them as being on the forefront of the topic, we promoted the syndicated articles within a Morgan Stanley-sponsored edit series, "What Is An Economy?"

  • The Atlantic syndicated three Morgan Stanley articles: "Generations Change How Spending is Trending," "Investing in Cities for Inclusive Growth," and "Capital Creates More Mobility."

  • Edit Sponsorship

    Morgan Stanley sponsored the "What is An Economy?" editorial report, a four-part series exploring the fundamental concepts of modern life and how they affect spending.

Highlights

65% above Benchmark for Unique Visitors

66% above Benchmark for Social Actions

156% above Benchmark for Time Spent on Site

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Case Study

Nest

The Search for Sanctuary

  • Brand Study
  • Native Content
  • Print
  • Video

The Work Behind the Work

The Search for Sanctuary was a deep dive into the universal search for peace of mind. It also established Nest as a brand that can help us find it. To tell this story, we brought together original reporting and video content in a first-to-market, “emotionally responsive,” interactive experience. The program encouraged readers to completely rethink how they define safety and serenity, and positioned Nest as a brand that understands the emotional importance of that search for sanctuary — and whose technology can help us find it.

  • Native Content

    The article focused on the barriers to sanctuary we experience in our day-to-day life—from crowds, to endless notifications, to home appliances—and ways to recapture the feeling of true peace of mind. With in-depth interviews and a page design that allowed users to create a picture of their own sanctuary, the piece took a snackable and customized approach towards storytelling.

  • Video

    Told through short animated stories, the videos were integrated seamlessly into the overall feature, offering a human take on our irrational fears and personal descriptions of sanctuary.

  • Print

    The Search for Sanctuary feature was extended into the November print issue in a high-impact gatefold. Security typically has a negative (or boring) connotation, so our take was to rebrand security as sanctuary incorporating a diecut that highlighted the necessity of seeing the full picture.

  • Brand Study

    We partnered with Millward Brown to measure the brand attributes associated with Nest after users were exposed to the campaign and saw significant lift in the target audience for the campaign.

Highlights

Users spent 7% longer on the content compared to Atlantic Re:think benchmarks.

8x more users engaged with the content on social actions compared to Atlantic Re:think benchmarks.

42x more views compared to Atlantic Re:think benchmarks.

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Case Study

TIAA

Emblem - The Many Measures of Success

  • Native Content

The Work Behind the Work

TIAA is a financial services company that works to ensure a happy, financially stable future for its clients. In 2016, TIAA launched a rebranding campaign to show how TIAA is unique in the financial services industry, in that it understands that no two clients are the same. Working as partners, The Atlantic and TIAA uncovered data-driven and anecdotal insights about how people from all walks of life define success in their own ways.

  • Native Content

    TIAA’s custom program consisted of two phases: The first, "The Thing That Says it All," was a digital destination that included audio, visual, and text elements to show readers what objects symbolized success to different people. The second phase, "The Many Measures of Success," was kicked off with a survey of The Atlantic readers to understand how they define success and happiness. We then analyzed the results and created an interactive infographic that included data visualizations, personal anecdotes, and highlighted statistics for users to explore. Users could navigate throughout the experience and see how their perspective compared to the survey respondent sample.

  • Native Content

    We designed a custom TIAA module that lived at the end of the infographic experience. This was a great compromise for TIAA so we could balance authenticity with brand mentions.

Highlights

2x above Re:think page views benchmark

2x above Re:think social actions benchmark

87% above Re:think average time spent benchmark

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Case Study

EuropaCorp

Breaking Glass & Taking Charge on K Street

  • Native Content
  • Video

The Work Behind the Work

To generate interest leading up to the premiere of Miss Sloane, a film about a powerful female lobbyist, we created an in-depth feature to highlight how women navigate the world of lobbying. The feature included an originally reported article, three video interviews, and an interactive photo slideshow.

  • Native Content

    Written by Jay Newton-Small, journalist and author of "Broad Influence: How Women Are Changing the Way America Works," this article seeks to understand the historical context and current status of women in female lobbying.

  • Video

    The program included three short video interviews, featuring three powerful women on K Street: Shanti Stanton, Susan B. Hirschmann, and Mary Beth Stanton.

Highlights

201% above Re:think benchmark for page views

89% above Re:think benchmark for social actions

Social engagement included lobbyist Heather Podesta, Women in Government Relations, and former news anchor Courtney Laydon

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Case Study

Netflix

Women + Leadership

  • Edit Sponsorship

The Work Behind the Work

To raise the profile of the new Netflix original series, The Crown, we created an editorial video series focused on women and leadership in the modern era. Highlighting women across various sectors - including government, entertainment, and technology - the videos explored how female leaders approach the conflicting pressures they encounter.

  • Edit Sponsorship

    The 5-part video series featured Samantha Power on diplomacy, Whitney Wolfe on her feminist dating app Bumble, Wendy Finerman on being a female Hollywood producer, Aja Brown on women leadership in Compton, and Amy Klobuchar on being a woman in the Senate.

Highlights

3.75 million video views

8,364 social actions

Discussed heavily on social by prominent figures such as Kirsten Gillibrand, Ian Sherwood, and Rukmini Callimachi

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Case Study

Sonos

All Ears: A Musical Homecoming

  • Native Content

The Work Behind the Work

Sonos was looking for a partner that could tell a story about music that was both technical and humane, and Atlantic Re:think had both the scientific and cultural expertise to do the job. Using interactive visual and audio elements, "All Ears: A Musical Homecoming” explored whether or not music has reached a saturation point and lost the intimate meaning it once held for us.

  • Native Content

    The experience, with an engaging written narrative as a backbone, was broken out into three sections: historical and cultural context, music’s psychological and physiological effects, and the evolution of music production and technology. Each section was accompanied by a customized infographic and included a specific narrative thread with the purpose of leading audiences to the realization that we make our clearest, deepest connections with music when we have an understanding of where it came from, how it came to be, and how it makes us feel.

Highlights

191% above Re:think benchmark for page views

168% above Re:think benchmark for unique views

600% above Re:think benchmark for social actions

56% above Re:think benchmark for avg. time spent

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Case Study

Citi

Lighting Up Detroit

  • Brand Study
  • Event
  • Native Content

The Work Behind the Work

Citi was looking to highlight their partnership with the Public Lighting Authority to brighten the streets of Detroit. The project finished on time and under budget, and the city was celebrating this important infrastructural and cultural improvement with an event. Citi partnered with The Atlantic to stress the impact of this project--not only in terms of what it meant for Detroit's appearance, but what it meant for the safety of the community. The piece was structured to highlight three different perspectives on what makes a community and pillars of revitalization.

  • Native Content

    The article highlighted three different perspectives--from two residents of the city and a Citi spokesperson--on the impact turning the lights back on in Detroit had for the community. Long-time residents, local business owners, and corporate sponsors of the project alike saw the re-lighting as symbolic of the potential for improvement and growth in Detroit.

  • Event

    While the content was created in advance of the Citi event, we sent a reporter and photographer to cover the event itself, adding photos and quotes from the event into the piece.

  • Brand Study

    We offered an on-page insights widget to understand if the piece demonstrated Citi's commitment to progress.

Highlights

+2x more pageviews than Re:Think and Simplereach Content Benchmarks

Readers spent +86% longer than Re:Think Custom Content Benchmark

+7x more social actions than Re:Think and SimpleReach Content benchmarks

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Case Study

Microsoft

City in the Cloud

  • Brand Study
  • Edit Sponsorship
  • Native Content
  • Print

The Work Behind the Work

Microsoft sought to drive thought leadership in cloud computing to help reach IT and Business Decision Makers. To do this, they partnered with Atlantic Re:think to create City in the Cloud, an interactive 3D map that highlights case studies on how city officials have revolutionized urban areas with Microsoft’s cloud capabilities.

  • Native Content

    In Part 1 we explore the impact of cloud solutions on large cities like Singapore and San Francisco. In Part 2 we examine the challenges that small-to-medium municipalities face including Ulm, Germany and San Bernardino, CA.

  • Print

    Microsoft and Atlantic Re:think produced a 6-page mini magazine that reflected the core ideas presented in Phase 1 of City in the Cloud. The spread started on the back cover of the November tech issue and included 2 Microsoft brand ads.

  • Edit Sponsorship

    Microsoft sponsored the edit report, The Social Life of Machines, an examination of the vast and growing social network of bots and chips and how they’re quietly transforming our world.

  • Brand Study

    We ran a brand lift study with Milward Brown which revealed that Microsoft's campaign helped drive significant lift in Favorability and Recommendation Intent among Business Decision Makers. The study also showed that as a result of the campaign, we saw a significant lift in IT Decision Makers identifying Microsoft as a leader in cloud solutions.

Highlights

186% above Re:think benchmark for page views

275% above Re:think benchmark for social actions

Significant lift in Favorability, Recommendation Intent, and readers viewing Microsoft as a Leader in cloud solutions.

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Case Study

PBS

Faces of Battle

  • Native Content

The Work Behind the Work

PBS tapped The Atlantic to raise awareness for and generate interest in the sophomore season of its historical drama, Mercy Street. By leveraging overlooked and forgotten aspects of the Civil War—the show's setting—the campaign, with a custom article as its centerpiece, resonated with fans of history and entertainment alike and the inquisitive Atlantic audience.

  • Native Content

    The bloodiest war in U.S. history is a popular area of study for historians and hobbyists alike, but some stories do remain untold. Re:think shone a light on one event in particular: a hard-fought battle for which 14 African-American soldiers received the Medal of Honor. The in-depth article detailed the Battle of New Market Heights, the controversy surrounding it, and how such a dramatic turn of events could have faded to the background over the past century and a half.

Highlights

#1 Active Dwell Time Y/Y

7x higher than the Re:think social action benchmark

Best performing sponsored tweet in Re:think history

Top 10% Scroll Depth Y/Y

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Case Study

AT&T

Getting to &

  • Native Content

The Work Behind the Work

We partnered with Millward Brown to create a comprehensive executive study on how businesses can adjust to multiple changes in the marketplace and embody them at once—on how leaders are “getting to &.” This positioned AT&T as a thought leader in cybersecurity, agility, and customer satisfaction: The traits we found necessary for business success. In addition to creating a downloadable PDF whitepaper of the results, we produced three, richly-reported articles on each business consideration.

  • Native Content

    The articles--on cybersecurity, agility, and customer satisfaction--explored how modern businesses could embody those traits and more without making sacrifices in other departments. This approach allowed us an opportunity to offer qualitative analysis about the business considerations we discovered and the different solutions being used by real companies to address them.

Highlights

2x more page views than Re:Think and Simplereach Content Benchmarks

Readers spent +12% longer on the content than Re:Think Custom Content benchmark

2x more social actions than Re:Think and SimpleReach Content benchmarks

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Case Study

Boeing

Century in the Sky

  • Native Content

The Work Behind the Work

In 2016, Boeing turned 100 years old. To help the aviation giant celebrate this milestone, Re:think designed a high-impact campaign highlighting Boeing's contributions to flight throughout history. An ambitious interactive photo gallery chronicled the past century of aviation, while three elegant, custom infographics explored Boeing's effects on the diverse worlds of space exploration, international travel, and disaster relief.

  • Native Content

    First, we built a dynamic, scrolling photo gallery: 'Century in the Sky' dove into the way the aerospace industry has affected the way we travel, move our goods, and protect our nations during times of war. Pivotal moments for both Boeing and aviation in general were featured in the gallery, which also featured text write-ups of the events in question. Then, in a series of sleek and striking infographics, Re:think celebrated Boeing's contributions in three distinct areas. First, we explored the role Boeing would play in space exploration thanks to the groundbreaking Space Launch System; then, we quantified the disaster relief efforts aided by Boeing's cargo workhorse, the C-17 Globemaster; and finally, we illustrated how innovation has advanced passenger air travel over the years, a look at the longest commercial flight routes in history.

Highlights

71% above social action benchmark

Featured on Digiday

Praise from aviation and technology influencers

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Case Study

H&M

Thanks for the Memories

  • Native Content

The Work Behind the Work

H&M wanted to drive awareness of and participation in their garment recycling program, Close The Loop, which coincided with World Recycle Week. To bring attention to a lesser-known method of clothing disposal, we combined influencer presence, beautiful visuals, and explored the sentimental value of clothes to frame garment recycling as a more humane and more responsible way to dispose of old clothing.

  • Native Content

    Musician Jon Batiste, artist Jodi Steele, and jewelry designer Candice Pool shared the stories of each of their favorite garments, and why they would rather recycle them than throw them out.

Highlights

2x more page views than Re:think benchmarks

Profiled three influencers with significant social followings

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Case Study

IcelandAir

Around the Clock in Europe

  • Native Content

The Work Behind the Work

To inspire sophisticated North American travelers to book trips to European markets served by Icelandair, we created a photo gallery featuring lesser-known spots in four cities. By prioritizing visual elements over copy, optimizing for mobile, and integrating Icelandair links throughout, Around the Clock in Europe captivated users before achieving the ultimate goal: prompting clicks to Icelandair.com to learn more.

  • Native Content

    Elegant page design reminiscent of a glossy periodical showcased beautiful food- and culture-focused photography.

Highlights

2X above Re:think benchmark for social actions

2X above Re:think benchmark for page views

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Case Study

Lincoln

Outposts

  • Native Content
  • Video

The Work Behind the Work

Lincoln came to The Atlantic when they looked to raise awareness about the launch of the luxury Continental. We wanted to frame the model as adventurous, detail-oriented, off-the-beaten-path, but still premium, and landed on the concept of "Outposts," emerging neighborhoods right outside of city centers that are surfacing on people's cultural radars. Our team visited two such neighborhoods to create two experiences that showed the reader the unique, fascinating cultures of lesser-known neighborhoods that should be destinations in their own right.

  • Native Content

    Two experiences--one focusing on Sunset Park in New York and one on Pilsen, Chicago--highlighted the people, places, and history that defined the neighborhood in question. With beautiful custom photography, a food-leaning focus, and researched reporting about local history, we combined a travel sensibility with informative descriptions.

  • Video

    This program included four custom videos that were embedded in the features. In Sunset Park we spoke with Irwin, a man who has lived in the neighborhood his whole life and now runs a local cafe with his family, and Bri, a woman who was working in real estate but began wood-working full time in an artist studio complex in Sunset Park. In Pilsen we spoke with Mary, a resident who opened a beautiful community bookstore to give back to the neighborhood, and Ruben, a Chicago native who paints stunning public murals in Chicago neighborhoods (especially Pilsen) to make locals rethink their community.

Highlights

2.1x more page views than Atlantic Re:think benchmark

5.4x more social actions than Atlantic Re:think benchmark

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Case Study

Dyson

The Air We Breathe

  • Event
  • Native Content

The Work Behind the Work

The average American spends 90% of his or her life indoors. Dyson is a leading force behind making sure the air you breathe during that time is safe. To help them own the air quality conversation, we launched a collaboration called "The Air We Breathe," a 360-degree campaign anchored by an event on Earth Day 2017, attended by over 150 industry executives, including world-renowned experts and policymakers. We also crafted a custom article, a livestream of the event, and compelling, complementary digital media.

  • Native Content

    Our two-phase content strategy included an investigative report on the importance of clean air showcasing leaders in the green architecture space and an event follow-up with highlights, Q&A’s and videos from the Clean Air Summit.

  • Event

    We created a dedicated landing page for The Clean Air Summit—hosted on TheAtlantic.com, which was home to a livestream of the event and detailed information about the event before and after it happened to help extend the discussion.

Highlights

4.4 million social impressions

Over 865,000 people reached via social media amplification

59% of attendees were "Director" level or above.

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Case Study

United

Cinematic Ad Experience

The Work Behind the Work

To help United Polaris establish itself as the world's leading business class experience, we executed a stunning cinematic ad experience. Using four unique ad units, we brought the Polaris world directly to our audience through compelling visuals and user engagement.

  • The four units spanned both desktop and mobile with unique executions. The Cineflex Unit met desktop visitors as soon as they reached the homepage, the Panoramic Unit let users scroll through a 360° view of business class seating, and the Sleep Unit connected United Polaris to relevant Atlantic editorial pieces about sleep.

Highlights

Click-Through Rate above Benchmarks

2x above benchmark for Sleep Unit Interaction

Significant User Engagement

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Case Study

Fidelity

The Future According to Now

  • Brand Study
  • Native Content
  • Print

The Work Behind the Work

To lift the perception that Fidelity Investments is a company with smart investor insights and compelling points of view, The Atlantic partnered with Fidelity Investments to create our first-ever branded podcast. The Future According to Now challenged the assumptions of today’s market and our future to present a unique sense of the opportunities of today that are affecting the outcomes of tomorrow.

  • Native Content

    When we talk of innovation and emerging technologies, we often paint a vivid picture of the world three, four, five decades out. But when we look too far ahead, several questions are often overlooked. What does this innovation mean for today? What real-world innovation is being implemented right now? The Future According to Now uncovered specific stories of what’s happening today - tied to the fields of biotechnology, big data, manufacturing, and the Internet of Things - and connected big themes with current projects and immediate implications.

  • Print

    To promote the custom branded podcast, Fidelity Investments ran print executions in the July/August, September, and November issues of The Atlantic Monthly.

  • Brand Study

    To measure the impact of Fidelity's branded podcast, we conducted a brand study. As a result of the study, we found that the podcast helped increase brand recall and consideration intent for Fidelity.

Highlights

Reached #4 on Apple's iTunes ranking within the technology category

Received a 5.0 out of 5-star rating on iTunes

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Case Study

HPE

On the Launchpad—An AtlanticLIVE Event

  • Event

The Work Behind the Work

In May 2017, AtlanticLIVE—the events division of The Atlantic—hosted over 200 thought leaders in the field of space and extraterrestrial travel for a thought-provoking one-day event in Washington D.C. Underwritten exclusively by Hewlett Packard Enterprise, this event featured a diverse lineup of world-renowned speakers (including Senator Ted Cruz and executives from NASA and The Mars Society, among others) and explored the challenges, technologies, and potential impact of the current space race.

  • Event

    The event was live-streamed across the globe via dedicated event landing page on TheAtlantic.com. Social media promotion and amplification strategies were highly effective—#AtlanticSpace, the Twitter hashtag for the event, was trending on Twitter in Washington D.C. during the event, with over 2,000 mentions.

Highlights

Global influencers spoke at the event, including Senator Ted Cruz and representatives from NASA and The Mars Society

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Case Study

Prudential

Driving Newark's Revival

  • Native Content

The Work Behind the Work

Urban revitalization is one of the core goals at Prudential—a company that believes buying, living, and hiring local are essential elements of a thriving city. To develop awareness of Prudential's ongoing efforts in ushering in the revival of Newark (where they were founded in 1875), the Re:think team executed a custom content campaign celebrating “anchor” institutions in urban communities: Hospitals, universities, and forward-thinking businesses that infuse jobs, money and involved citizens into cities.

  • Native Content

    We captured the faces and voices behind the city’s revival in 5 richly reported custom articles that lived on a dynamic custom content hub on TheAtlantic.com. The partnership and content was amplified via social media, custom traffic drivers, strategically distributed brand creative, and a cross-promotion with The Atlantic’s partner site, Citylab.com. It attracted exactly the right audience—indexing especially highly with elected officials, financial professionals, and business owners.

Highlights

CTR for custom articles was 2x Re:think benchmark

36% above page view benchmark

73% above social action benchmark

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Case Study

Coors Light

The Business of Creativity

  • Edit Sponsorship

The Work Behind the Work

Coors Light’s “Climb On” campaign encourages men and women to challenge themselves—and “climb their own mountains.” To share this mission with light beer drinkers, we partnered with them to launch “The Business of Creativity,” a high-impact editorial series about dedicated creatives working at the top of their field. In addition to sole sponsorship of 18 editorial stories, Coors Light also received a suite of custom-crafted digital media, brand presence in the print edition of the magazine, and social media amplification to an audience of 4 million followers via The Atlantic’s editorial Twitter and Facebook accounts.

  • Edit Sponsorship

    The Atlantic's editorial series, "The Business of Creativity," goes behind-the-scenes into the livelihoods of brilliant writers, directors, producers, actors, and other creatives as they navigate their industries, hone their craft, and make a living.

Highlights

Over 150MM social impressions for the series

Pre-roll click thru performed 10x higher than Re:think benchmark

"The Business of Creativity" was picked up on Twitter by numerous social influencers, including Ava DuVernay, Ezra Klein and Publisher's Weekly

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Case Study

Porsche

Science of the Thrill

  • Native Content
  • Video

The Work Behind the Work

In this program, Porsche and Atlantic Re:think explored the science behind thrill seeking in two phases. In the first, we combined expert research with character profiles to help explain the psychological and physiological effects of thrill-seeking behavior. In the second phase, we uncover the surprising relationship between thrill and focus in an engaging video. The Science of the Thrill comes together as a dynamic and informative program, weaving together articles, video, photography, illustrations, and a quiz.

  • Native Content

    The article combines expert insights from top researchers in thrill-seeking behavior with the stories of four dynamic, different individuals that help bring the research to life.

  • Video

    The video, which was filmed at the Porsche Circuit Playground event, gives historical context to how thrill breeds focus, which is part of why people seek thrills on a regular basis.

Highlights

277% above benchmark for Page Views

212% above benchmark for Social Actions

Featured on Wisconsin NPR

Included in Brand Tale's "Best Of The Week"

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Case Study

College Board

When Grades Don't Show The Whole Picture

  • Syndicated

The Work Behind the Work

To get ahead of the conversation in anticipation of a higher education conference, we wanted to reach education, public policy, and thought leaders in an engaging and enriching article.

  • Syndicated

    College Board published “When Grades Don’t Show The Whole Picture,” an article capturing how grade inflation, compounded with colleges becoming test-optional, is limiting a college’s understanding of applicants. The article states that SAT scores, combined with grades, provide the best understanding of a prospective student.

Highlights

140% above Re:think benchmark for pageviews

186% above Re:think benchmark for unique visitors

80% above Re:think benchmark for social actions

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Case Study

Nest

Connected. Home.

  • Brand Study
  • Native Content
  • Print
  • Video

The Work Behind the Work

In an effort to build brand familiarity for Nest products through authentic storytelling, we partnered to create Connect. Home. a 3-part custom content series exploring the impact of the Internet of Things on families, couples, and communities.

Leveraging data from the previous Nest campaign and insights in custom content consumption on The Atlantic, we created the first-ever responsive design feature. Depending on user consumption factors, we delivered unique experiences designed to serve the reader content in the most convenient fashion.

  • Native Content

    The Atlantic partnered with research firm, PSFK, to create an original study, Home Debrief, examining the major trends in the rise of IoT and the connected home. Rooted in insight, the Atlantic leveraged this report to inform the foundation for originally reported articles on how the connected home impacts social dynamics.

  • Video

    For each chapter we spoke with a Nest customer to understand how and why they use their Nest device. These videos allowed us to humanize the central issue presented in each chapter as well as ease the reader into a deeply reported article.

  • Print

    We created a 4-page custom print spread that summarized the 3 digital chapters and surfaced the most compelling information. The custom pages were followed by a 2-page Nest brand ad created in house by Atlantic Re:think.

  • Brand Study

    The campaign included a Brand Lift Study conducted by Milward Brown.

Highlights

1.8x above Re:think benchmark for social actions

76% above Re:think benchmark for page views

Exceeded video view guarantee by 94%

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Case Study

Porsche

Why We Drive

  • Native Content
  • Video

The Work Behind the Work

Porsche and Atlantic Re:think created Why We Drive, a multi-part feature that endeavored to visualize the indescribable feeling of driving a sports car. Combining video interviews with Porsche enthusiasts, 3D illustrations from a leading Google Tilt Brush artist, and original photography, we leveraged the best and latest storytelling tools to articulate the ineffable feeling that only a Porsche can deliver.

  • Video

    The feature included 3 video interviews with Porsche enthusiasts Michael Ardelean, Florence Walker, and Mo Ali describing the feeling of being behind the wheel of a Porsche.

  • Native Content

    Working with leading Tilt Brush artist, Wesley Allsbrook, we created 3D illustrations to visualize the feelings described by our 3 enthusiasts while driving a Porsche. We wove those illustrations into video interviews to build a scene around each individual as their story unfolded. We then partnered with Sketchfab to host the 3D models in an interactive player on the page. We also partnered with Rennfilms to capture original photography of our enthusiasts with the latest Porsche models.

Highlights

138% above Re:think benchmark for page views

192% above Re:think benchmark for social actions

Featured in Brandtale's Best of the Week newsletter

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Case Study

Booz Allen Hamilton

Technologies that Will Change the World

The Work Behind the Work

Booz Allen wanted to have a digital presence during the Washington Ideas Forum to supplement their booth at the event. In order to do so, we decided to syndicate three of their articles on TheAtlantic.com.

  • The three articles launched before, during, and after Washington Ideas. “Technologies that Will Change the World,” “Machine Intelligence: We Need a National Strategy,” and “Stop the Madness: Real Security for a Connected World” tackle some of today's biggest tech topics. Written by Booz Allen’s leading experts, they lay out the challenges and potential of topics such as machine intelligence and cybersecurity.

Highlights

100% above Re:think benchmark for average time spent on "Machine Intelligence: We Need a National Strategy"

3x benchmark for CTR in The Atlantic Politics & Policy newsletter promotion

18% above Re:think benchmark for unique views

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Case Study

HPE

Eighteen Zeros

  • Video

The Work Behind the Work

After the DOE grant gave six companies funding to pursue an exascale computer, we wanted to position HPE at the forefront of the conversation on Exascale computing.

  • Video

    “Eighteen Zeros,” a beautiful 6:40 min film, introduces exascale, how it works, and the massive implications it has for life as we know it. Featuring exhaustive research, leading experts in the field, and perfected cinematography, the film captivated all who watched it.

Highlights

1,190% above Re:think benchmark for social actions

70% above Re:think benchmark for average time spent on video landing page

Press Pickup in Fast Company, Ad Age, and insideHPC

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Case Study

Forevermark

The Atlantic Interview, Season 1

  • Edit Sponsorship

The Work Behind the Work

Forevermark was looking for a unique, high-impact opportunity while ramping up for the holiday season. It just happened to coincide with the launch of our second podcast, The Atlantic Interview.

  • Edit Sponsorship

    Forevermark was the exclusive sponsor of the first season of The Atlantic Interview, a podcast featuring editor-in-chief Jeff Goldberg in conversation with visionary leaders across industries. Interviews with the likes of author Chimamanda Ngozi Adichie, journalist Maggie Haberman, HBO CEO Richard Plepler, and CNN correspondent Jake Tapper provided candid and illuminating conversations on major global topics.

Highlights

95.6% above program guarantee for Pre-roll and Mid-roll impressions

Press Pickup in Politico, LA Times, and Forward

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Case Study

Betterment

Investing Forward

  • Native Content

The Work Behind the Work

With the Investing Forward campaign, we brought Betterment's transparent and accessible approach to investing to the forefront with a two-part infographic series highlighting the history of financial investing and the emotional repercussions from the 2008 Great Recession. Each infographic includes originally reporting and illustration to bring the reader through a custom experience to demystify the world of investing.

  • Native Content

    The program includes a two-part infographic series that seeks to demystify investing as well as show the importance of a more measured approach to personal investing.

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Case Study

City of Hope

Targeting A Cure

  • Edit Sponsorship
  • Native Content

The Work Behind the Work

City of Hope is an extraordinary hospital in Southern California where miracles happen every day. To build awareness of City of Hope’s world-renowned cancer research and groundbreaking treatment methodologies, Re:think crafted a series of in-depth articles, a vivid photo essay, and graphic illustrations to illuminate their mission, highlight their successes, and bring science to life.

  • Native Content

    We created 6 deeply reported stories and a stunning photo essay to take viewers behind the scenes at City of Hope. The content is a deep dive into diagnosis and experimentation through research, treatment, and beyond—exploring trends and healthcare advances that affect men and women around the globe on both a human and global level.

  • Edit Sponsorship

    City of Hope was the sponsor of an editorial series called "Trial and Error"—an investigative deep dive by The Atlantic editors into current trends and advances in the health industry. This ideal alignment helped generate additional awareness for City of Hope.

Highlights

97% above Re:think benchmark for page views

79% above Re:think benchmark for unique page views

3X the Re:think benchmark for custom content brand media

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Case Study

Abbott

Muscle Health

  • Native Content

The Work Behind the Work

Muscle health is one of the most critical elements to overall well-being, especially as we grow older. Abbott and The Atlantic worked together on a campaign to share information about how to get it and maintain it, targeted to health conscious adults. The result? A pair of illuminating, informative stories that educated and inspired readers to take action. We optimized functionality across platforms to ensure easy reading on mobile. Custom illustrations expanded upon key data points in a clear and straightforward manner.

  • Native Content

    In two custom-crafted articles, Re:think examined the misconceptions and must-know-facts about muscle health, and shared information about how people can protect themselves from muscle loss in everyday life, while subtly demonstrating the benefits of Ensure.

Highlights

567% above Re:think benchmark for page views

872% above Re:think benchmark for unique page views

844% above Re:think social action benchmark