SITUATION

Quality communications needing a new audience

The University of Portsmouth sought to increase the reach of their content about research initiatives and discoveries with audiences including journalists, academics (potential partners), and philanthropic leaders (funding influencers) in North America. Exposure to these audiences can foster new research collaborations and funding opportunities.

Additionally, the institution sought a partner to help them develop a repeatable approach to promoting such content for other research topics in the future. That’s where Content Science came in.

SOLUTION

Analysis + creativity lead to effective native advertising campaign

Leveraging our CS Heed and CS Lab solutions, we worked with the University of Portsmouth to drive maximum value from existing content assets, developing a native advertising strategy and conducting a 3-month pilot.

We conducted analysis to identify appropriate content and select a distribution platform. Nativo’s large network of quality publishers, displaying native ad formats that linked back to the university’s content, allowed for direct choice of publisher sites.

We picked articles that lent themselves to enticing teasers (without sounding like clickbait) that had proven engaging for U.K. audiences.

We leveraged our creative and development studio, CS Forge, to adapt these assets for U.S. English, craft multiple provocative headlines,  and design eye-catching images for the native advertising campaign.

During the campaign, we monitored results and optimized along the way to maximize investment.

RESULTS

More exposure with the right audiences in North America + a repeatable approach

The University of Portsmouth gained immediate and longer-term benefits from working with Content Science.

Over half a million impressions were delivered across premium U.S. publisher sites including Axios, Associated Press, TIME, and The Hill. The native advertising campaign achieved strong results that exceeded Nativo’s benchmarks, driving interested audiences to the university website where they continued to engage with the content. 

Along with increased visibility and engagement, they also gained valuable insights into creative and audience targeting that can be used in future campaigns for efficient promotion and distribution.