Guardian

Tracking the impact of content partnerships

Reputation Need – A method for assessing the ROI for its commercial partners commissioning content partnerships.  Especially important when the purpose of the partnership is to build reputation or respect rather than achieve a clear commercial goal.

What we did – Developed a methodology to benchmark and then track the reputation of partner brands amongst its key audiences, looking at the impact and influence of these content partnerships over the partnership periods.

Outcome – We have grown to become the largest external supplier to Guardian Labs (the division responsible for its commercial partnerships) and have become an important partner in shaping the strategy and content of its partnerships, advising on how best to influence reputation and create empathy with its target audiences.