Building Factiva's Business
Overview: Factiva®, a Dow Jones Company, provides essential business news and information, together with the content delivery tools and services that enable professionals to make better decisions faster.
Business challenge: Factiva needed to create broad awareness and generate trial use of Factiva Search 2.0, a search tool that enables information workers to quickly find the information they need to support critical business decisions.
Solution: We developed an integrated campaign based on the theme, "Factiva Finds Time." We created a fictional host, Michael, who demonstrated how people were leveraging Search 2.0 to increase productive and enjoy some newly found free time. From a popcorn rapper to an office Jiu Jitsu enforcer, the campaign drew from a cast of characters to highlight the many benefits of Search 2.0.
Results: In just 30 days, more than 1 million people were exposed to the campaign without the use of any traditional advertising and at an average cost per target of less than $0.10. (242,000 users received emails; 742,000+ were exposed to online media unit: 77,000+ viewed videos posted on sharing sites.)