Don’t be good, be Brilliant

After two suc­cess­ful years pro­mot­ing brand aware­ness of the Oxford/Cambridge annu­al boat race, the task to mon­e­tise the 2014/2015 spon­sor­ship was now to explain more about why BNY Mel­lon have spon­sored the race, how it links to what they do, and start a longer con­ver­sa­tion with their audi­ences. Part of this solu­tion was to cre­ate the BNY Mel­lon Bril­liant website.

At the cen­tre sits a con­tent hub – where the tar­get audi­ence could dis­cov­er how to take insights from the boat race and the wider sport­ing world, and apply it to their jobs, enabling them to per­form bet­ter at work. The site con­tained a cal­en­dar of engag­ing con­tent to pop­u­late the site, includ­ing inter­views with sports and busi­ness per­son­al­i­ties, client and prospect events, and orig­i­na­tion of long and short copy arti­cles and infographics.

In total, 106 pieces of con­tent were cre­at­ed for the cam­paign, deployed through­out the year. The cam­paign also used social media and HTML emails to dri­ve traf­fic back to the site and gen­er­ate views and shares.

This page has some addi­tion­al pro­tect­ed con­tent — please enter the pass­word to reveal it.

Since the ini­tial launch, site vis­its have reached 40k and there have been 1,200 social shares and arti­cle views. Long-form rel­e­vant con­tent has increased site stick­i­ness, so we know vis­i­tors are read­ing the con­tent and com­ing back for more.

On this project I was respon­si­ble for:

  • Dig­i­tal Project Management
  • Infor­ma­tion Archi­tec­ture (Sitemaps)
  • Creative/Visual Design Collaboration
  • Aggre­ga­tion across mul­ti­ple Social Media platforms
  • Ani­ma­tion
  • User Expe­ri­ence & Wireframing
  • User Jour­neys
  • Qual­i­ty Assur­ance & Testing

Date: 13th September 2015

Category: Product, UX