PASSION PROJECTS &
BMW approached us to help launch their new 7 Series, highlighting the unique vehicle attributes through engaging content.
With a strong connection to their key target group, we leveraged The Globe’s editorial and advertorial platforms to deliver two authentic and engaging features about influencers who naturally associate with BMW’s products.
Successful business executives and entrepreneurs are rarely satisfied with a life confined to work and often direct their energy to a side project or life pursuit such as philanthropy, another business or a personal collection. We invited readers to learn about these fascinating people and their passions in an editorial series, sponsored exclusively by BMW.
Emphasizing the importance of escapism and luxury, three influencers were featured in a video series about their journey to a personal retreat. Each discussed how they decompress on their way there and share the importance of having a sanctuary on their professional and personal wellbeing.
We used new audience targeting algorithms to determine the specific interests in Globe readers who engaged with the campaign, compared to those who saw the ad units but did not respond.
Our insights focused the campaign delivery to BMW’s highest propensity responders, who were:
- 3 times more likely to click on ads, and 2.5 times more likely to hover on them
- More inclined towards personal finance; reading about stocks, investing and financial and retirement planning
- Interested in small business
- Readers about luxury cars and car culture content – but not specific car reviews
Passion Projects: Delivered 6 million impressions
My Retreat: Delivered 4,584,012 impressions