Positioning a global agency at the centre of the data conversation
The Problem
Data has become one of the most debated and covered topics of the 21st century.
VMLY&R Commerce APAC, who harness the power of data and technology to build brands, sought to stand out from the data crowd. They were looking to raise awareness of their brand, and their expertise on DTC commerce to a decision-making audience of EMEA-based brands.
Problem Solved
The Drum hone-in-on the topics that matter to brands and marketers across the globe, through activations such as our Data Deep Dive – a dedicated, week-long editorial hub of data related content.
We proposed VMLY&R Commerce aligned and associated their brand with this, obtaining prominence and recognition when our readers engaged. Sponsorship included logo presence on the hub page, interspersed around the independent editorial coverage, and in all promotional marketing material.
To further demonstrate their expertise, we featured branded content within the Deep Dive itself. The Drum produced, hosted, and edited a lively video interview, titled Drilling down with data, the DTC Commerce opportunity, and drafted a summary article of the key takeaways. Both pieces of content featured on the Deep Dive and were promoted across our social and newsletter channels.
After the Deep Dive concluded, VMLY&R’s content featured on our data topic page, where it will be hosted indefinitely.
Results
8,180
video views
3,083
article views in 2 weeks
66,000
impressions from newsletters
93,000
impressions from social
“The Data Deep Dive was a great opportunity for us to highlight our data knowledge and expertise. It was a natural fit for us to partner on this topic as data is centric to all Creative Commerce output. Data is a mean, not the end goal and being able to understand data and humanize it so that it helps brands build stronger marketing strategies, is the real sweet spot. We are delighted to have joined The Drum on this series and look forward to future partnerships.”
Nick Walsh, CEO, Middle East and North Africa, VMLY&R Commerce
