Summary
Thomson Reuters was looking to drive awareness around a new brand positioning and align its brand with its innovative products and services, so it tested a content-focused ad campaign on tablets and smartphones targeted to followers of the World Economic Forum in Davos, Switzerland. As a new player in the digital marketing space, it relied heavily on its agency partners to conceptualize, build, and implement a campaign against a six-week timeline. In the end, its hard work paid off: Thomson Reuters' campaign reached a key target audience and yielded higher engagement and a click-through rate more than 10 times higher than standard units.
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