Trade secrets – Case Study 2021

Shortlisted 2021

Financial Services

Brand

Refinitiv

Entered by:

Financial Times

Trade secrets

The Challenge

Refinitiv is a global provider of financial market data and infrastructure. One of its offerings is a wide range of trading solutions for end-to-end workflow support. As a relatively young brand, Refinitiv wanted to raise awareness in its core audience of global C-suite financial decision-makers. Refinitiv recognized Trade Secrets as a strategic fit, providing context to the financial data it is known for – and sponsoring Trade Secrets would give Refinitiv a powerful means of achieving its brand recognition objectives.

As trade wars raged around the globe and created political and economic tensions from the US and China to Brexit, Trade Secrets explains the most important issues driving globalisation. It covers not just official negotiations and disputes – and the people driving them – but also how companies, technologies and international investment are shaping the world economy.

The Creative Solution

The Trade Secrets channel focuses on the changing face of international trade and globalisation. The FT created it to help companies, law firms, regulators and institutional investors cut through the noise on one of the world’s most important stories. At a time when the global trading system is under threat, the hub covers not just official negotiations and disputes – and the people driving them – but also how companies, technologies and international investment are shaping the world economy.

In addition to the Trade Secrets channel, Refinitiv sponsored a series of FT Trade Secrets Special Reports and promoted a series of seven Refinitiv-branded articles, including A Vision of the Trading Desk in 2024 and The Technology at the Heart of US China Trade Tensions on FT.com.

The Trade Secrets channel combines specially-created FT editorial content with custom-created branded videos from Refinitiv.

We created a bespoke marketing plan to make sure that all Refinitiv’s video and article content reached the right audience in the most relevant editorial environment. This included a combination of display ads and native promotion on FT.com and social media, ensuring that the campaign delivered a far-reaching presence across the FT’s print and digital portfolio.

The Media/Content Amplification Solution

In October 2019 the FT created the newsletter and content hub Trade Secrets, focusing on international trade and globalization. This was expanded a few months later with a new FT Channel on the topic that delivered multimedia content on specific themes or verticals. This allowed the FT audience to take a deep dive into Trade Secrets, and enabled Refinitiv to provide thought leadership that raised their profile.

Refintiv’s sponsorship of Trade Secrets achieved brand recognition by utilizing display advertising, logos, native integration of custom content created by the FT’s commercial team, Refinititv content created specifically for this sponsorship and a partnership video series that provided in depth analysis and coverage on the changing face of international trade and globalisation.  The campaign was successfully supported by an extensive marketing campaign across FT and several social media platforms.

The Result

Refinitiv saw a dramatic 213% increase in positive brand recognition.

  • An astonishing 3,300 hours of video watched to date
  • 2.8 pages viewed on average – showing that the content resonated with the audience and encouraged them to explore more of it
  • 151 seconds spent on content pages on average – with 56% of these users navigating to more than one page per session, demonstrating high engagement
  • Videos performed well above benchmark – with users viewing 76% of the video on average
  • The Trade Secrets partnership generated ~3,000 clicks through to Refinitiv’s website

The Trade Secret Channel received over 417k video views with an average view duration on the hub of 147 seconds. The channel saw nearly double the contracted amount of video views.

Special Reports Trade Secrets Supply Chain Disruption & Sanctions totalled over 175 page views and an average attention time 60 seconds higher than our special report article benchmark. In total the reports received 1,097,902 impressions and 892 clicks through to Refinitiv’s website.

Refinitiv’s sponsorship of the Trade Secrets hub and email with display banners resulted in 3,096,751 impressions and 1,997 clicks to Refintiv’s website (.34% CTR). The extremely high engagement on the sponsorship shows the content not only resonated with our audience but that Refintiv’s intended audience was successfully reached.

Refinitiv’s messaging via audio pre- and post-roll ads was spread across the globe with 1,574,984 views in 221 countries.