Formation
Formation
WHO a machine learning platform for marketers
WHAT automate and optimize offer campaigns
HOW concepting // survey writing // data analysis // content writing
Brand Loyalty 2020
Unable to distinguish its proprietary machine learning algorithm in the crowded martech landscape, Formation needed a compelling branded content asset that would anchor its credibility, drive brand awareness and generate leads.
Our team proposed a data-driven research report to provide Formation with the ownable visual style it lacked and the compelling content it needed to engage prospects and drive media coverage.
I served as the lead writer of the project, which involved researching industry trends, drafting the survey, analyzing raw data and authoring the 49-page interactive research report.
Note: For optimal UX and interactive functionality, please download the report to your desktop.
I collaborated closely with the lead designer to identify opportunities to embed interactive components within the PDF report, augmenting our data visualizations. Readers can engage with key data via clickable buttons throughout the report.
We concluded the report with a Buzzfeed-style quiz aimed at determining a brand’s “personalization score.” This quiz was designed to exist both within the report and on its own as a pitchable asset.
Key Results
Named a 2021 SABRE finalist in the Technology: Software and Services category, alongside some of the world’s largest tech brands including Adobe and Spotify
Walker Sands Great Work Award winner, Integrated Creative category
Tripled monthly media placements
25 total media placements
7 top-tier media placements
255+ report downloads
Downloaded by major target brands, including McDonald’s, Walmart, Citi and Marriott