Case Studies

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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

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

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

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 thye 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

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

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