Overview:
In March of 2016, Goldman Sachs Global Investment Research division released an extensive report outlining the predictions and rising opportunities within the consumer, military, commercial and civil drones /or UAVs (unmanned aerial vehicle) markets.
Grounded in thought leadership, the report explained, through a series of statistical analyses, the largest technology use cases globally and how disruptive technologies such as drones often drive disruptive regulation, which in turn can lead to reverberating macroeconomic impacts.
Following the report's publishing, macro-insights from the research were turned into an immersive, interactive infographic, which was housed on GoldmanSachs.com/drones.
Key data points and elements of the infographic were then leveraged to create highly visual and interactive social media assets, which were amplified across the firm's owned social channels and the infographic itself was promoted in paid syndication.
Objectives:
The "Drones: Reporting for Work" social campaign sought to bring the drone research to life with the following objectives:
Inform and engage GS' base target audience, which consists of thought leaders, community and corporate leaders, GS partners, clients, investors and other influencers in addition to a secondary target audience of thought leaders in the technology space.
Build favorability for GS, demonstrating their commitment to innovation and by providing valuable insights to their core target audiences.
Position GS as a thought leader in the areas of technology, macroeconomic trends and innovation.
To showcase the research findings in a way that would engage and break through with audiences, we amplified a series of visually eye-catching and interactive data-based social assets across Twitter, LinkedIn and Facebook. Each asset drove to the interactive infographic experience, which was housed on GoldmanSachs.com/drones.
Campaign creative ranged from animated hovering drones and static data visualizations from the infographic to animated GIFs featuring high-definition drone photography from the bird's-eye view of various commercial applications (for example, footage of drones flying high above wild fires to views from commercial drones monitoring crops).
All assets worked in concert to deliver a different piece of the data-driven story across social channels and ultimately drove a high level of quality engagements with the infographic on GoldmanSachs.com (nearly all posts resulted in a high average time spent on site, ranging from 2-3+ minutes).
In total, the paid campaign delivered over 8.6MM impressions, exceeding the brand's previous infographic campaign benchmarks by 54%.
The 11 organic @GoldmanSachs tweets, four LinkedIn posts and one Facebook post earned a total of 1.5MM impressions.
On organic Twitter alone, we saw an earned total 332k impressions, and a potential reach of 3.2MM.
