Appian: Innovating in a Crisis
BRAND BUILDING CAMPAIGN
Set against the challenging backdrop of the Covid crisis, low-code automation provider Appian wanted to raise its profile and communicate its banking expertise by publishing fresh insight on a timely and sought-after topic.
Appian needed a fast, efficient and effective way to take the pulse of senior executives in the banking community to find out how they were responding to the challenges of Covid-19. In a matter of weeks, we were able to provide Appian with the data and stories required to launch a media and marketing campaign in partnership with the Financial Times; the world’s most respected publisher on business issues.
Research input and campaign outputs
senior UK banking executives surveyed
FT Focus report, including key findings and detailed commentary
Webinar with independent FinTech author and commentator, Chris Skinner
In a time when traditional research approaches were no longer fit for purpose, we devised a rapid research programme that would generate insight at speed. To achieve this, we surveyed 260+ senior banking executives to explore how UK banks have stayed agile under pressure, bolstered by interviews with leading experts in the field to add depth to the underlying data with unique, first-hand insight.
This blend of quantitative and qualitative analysis provided Appian with a gripping narrative and enticing data hooks for a strong media campaign – one that secured a large number of articles in various trade media titles.
A gated report and related webinar provided Appian with assets for lead generation. Published under the FT Focus brand and in accordance with the FT’s editorial guidelines, the special report, together with the online event, enabled Appian to focus its content on a timely, strategic topic that would resonate and create deeper engagement with its existing accounts as well attracting new ones at a time when data and information-based decision making is more important than ever.
Access the full report here.
“We had to find a trusted partner with the experience to produce powerful insights, based on real market data — and fast. The research and content, backed up by the credibility of the FT, gave us the headlines we needed to launch a media and marketing campaign that got our audience's attention by giving them timely insight on a really hot topic. Thank you, FT Longitude!”
Debbie Goulden, Senior Director, Marketing Demand Generation, EMEA
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