The campaign proved hugely successful for both Cytiva and the Financial Times, garnering over 36,000 page views on FT.com, 38% of which worked in healthcare and pharma or government and policy. The remaining audience was made of of senior business decision-makers and influencers across several other sectors.
However, the key performance indicators were brand awareness, consideration and preference. All of these metrics saw significant jumps once the campaign had concluded, compared to a benchmark taken previously. In total, FT Partner Content measured a 176% increase in brand awareness, 360% increase in consideration, and 11% increase in preference.
The scale of these figures prove the value of thought leadership for Cytiva, and the value of insight-led B2B content in boosting both brand awareness and long-term commercial efforts through strategic marketing.