Objectives
Translate 37 pages of long-form written content on the transition to Net Zero into an interactive experience to boost engagement, personalise the audience journey and capture audience behaviour data for future campaign tactics in a privacy-compliant manner.
Strategy
The Aureum team delved deeply into the client’s website, reading all the available content to get a full picture of all the content available and to determine the key messages that the client wanted to convey.
We conceptualised and implemented user journey optimisation tactics to transform the key messages of the client’s content into an engaging, interactive experience that would lead to higher on-page engagement, a deeper understanding of audience behaviour and actionable firmographic data and insights.
Using the information available on the client’s website, Aureum ideated an infographic that allows users to pick which out of nine actions identified by the Aureum consultants the user believes would lead to an orderly transition to Net Zero. The infographic was created by Sonar, Fundamental Group’s creative solutions business.
Depending on what factors were selected, the users would be placed on a spectrum of five possible answers ranging from ‘Completely Orderly’ to ‘Completely Disorderly’. This would provide the client with a better understanding of how well their target audience understands the factors that would contribute to an orderly transition.
Via Alphix Solutions, Fundamental Group’s marketing technology business, we saw which companies had visited the landing page and interacted with the infographic. This showed that the right users were being driven to site and were spending more time on the website.
