the size of the audience reached via the new omnichannel strategy in the first year
the increase in content-hub (Q2 2020) audience in comparison with the previous microsite
the percentage by which MiNDSPACE mailers outperformed the industry average CTOR (35.88% vs 9.5%)
year-on-year increase in page views
- Rethink and reposition OMC’s B2B branding and engagement tool MiNDSPACE
- Speak to a highly discerning audience of business owners, leaders and decision-makers
- Demonstrate thought leadership in trends, business, management and personal success
- Communicate OMC’s expertise and products
The new content strategy had to establish MiNDSPACE as a respected and authoritative voice through a content ecosystem that can confidently take its place among business consumer titles and content platforms. The reimagined magazine (2017) led to a content hub (2019) where OMC’s experts and business news, research and insights are seamlessly woven into the editorially led content mix.
John Brown evolved MiNDSPACE from a bi-annual print title into a dynamic omnichannel brand with an always-on digital strategy comprising weekly mailers and social media. Results show that the content resonates with a C-suite audience that includes senior management, directors and partners
- 700 000 - The size of the audience reached via the new omnichannel strategy in the first year
- 400% - The increase in content-hub (Q2 2020) audience in comparison with previous microsite
- 288% - The percentage by which MiNDSPACE mailers outperformed the industry average CTOR (35.88% vs 9.5%)
- 203% - The year-on-year increase in page views
About the campaign
Through a dedicated editorial team working across print and digital we:
- Established a go-to source for expert financial and business content, as well as curated lifestyle content with a consumer look and feel
- Created and clearly communicated the brand promise: Enrich your thinking
- Introduced strong, sophisticated, considered art direction
- Create and source authentic, interesting and insightful editorial content that goes beyond business and finance
- Commission hand-picked writers and interviewees, who include foremost thinkers, trailblazers, business and socio-economic experts, academics, researchers and authors
- Seamlessly weave OMC’s experts and business news, research and insights into the content
- Create multimedia content that includes infographics, podcasts and videos
Pearl awards (US) | Best Print magazine editorial B2B
South African Publications Forum Awards | Best External Magazine Category C
South African Publications Forum Awards | Runner Up | Best Design
"The MiNDSPACE content hub has given Old Mutual Corporate a fresh way to reach our customers with content they want and need. Our content marketing agency has helped us to create a brand that is not only contemporary but also intentional, which is in line with our content marketing strategy."Charlene Murphy, Communications Manager, Old Mutual Corporate
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