• Client
  • Oxera: Leading European economics consultancy
  • Focus
  • 1 : Many
  • Objective
  • Create a launchpad for a new strategic thought leadership campaign
  • Strategy
  • Take things back to basics with a new content brand strategy

The challenge

Oxera is committed to the idea of sustainable business and wanted to create a new thought leadership platform to demonstrate the value of more purposeful capitalism to its clients and prospects.

Before the campaign could begin it became clear that Oxera’s website and existing content strategy would require rethinking to allow the new campaign the space it needed to grow.

A subtle realignment

Since 2005, Oxera had become known for Agenda, its monthly in-depth look at some of the most pertinent economic issues of the day.

Agenda had a loyal audience and was a strong vehicle for the business, but it had no real home – every other content campaign from Oxera, from its in-depth Brexit analysis to its regular sector-led articles sat together with Agenda within a generic content section.

We recommended a realignment of Agenda; raising it to the level of a content brand, redefining the web structure and enabling all new content campaigns to spin-out from its core purpose; to bring key issues into focus.

A new microsite was created, with ‘Beyond the Bottom Line’, the new sustainable business campaign, the first to flourish under the Agenda banner. Since its launch, Agenda has become home to the same in-depth articles it was always known for, but now incorporates a new podcast, video and long-form content, as well as additional spin-off campaigns including Oxera’s Shockwave series on the economic impact of Covid-19 and its now annual Women In Economics series, marking International Women’s Day.

The results

  • • Visits to the newly realigned Agenda saw an uplift of over 900% just three months after its launch.
  • • Contentology continues to produce content and digital marketing campaigns for Oxera, from surveys and thought leadership articles, to HTML5 long-form content and animated videos.

Martech

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