Turning a research archive into a commercial lead engine

To mark its 20th anniversary and launch the 2020 Trend Briefing theme, "The Transformative Twenties", The Future Laboratory required a content marketing activation to promote LS:N Global, its foresight intelligence service. The objective was to translate two decades of the agency's macrotrend research into an immersive experience that would promote its subscription platform, while capturing data to significantly expand the company's contact database.

We created and produced the Trend Tracker, an interactive microsite plotting over 90 trends from the year 2000 to 2030. Working with art director Britt Berden and designer Fabiana Fiamingo, we made three timelines across Experiences, Brands, and Consumer behaviours, allowing users to navigate chronological industry shifts via trend summaries, expert quotes, and direct links to full reports.

The launch was supported by a comprehensive multi-channel marketing campaign released on the day of the Trend Briefing live event. This included a coordinated homepage and social feed takeover designed to mirror the timeline's aesthetic. Following the launch, the platform was established as a permanent sales tool, updated monthly to reflect the newest macrotrends.

The Trend Tracker successfully converted archival research into a highly effective commercial asset. The microsite recorded 30,000 views and generated over 11,000 form submissions. It fundamentally shifted the company's business development metrics, accounting for 50% of all new database contacts added throughout 2020 and directly influencing more than half of all deals converted during the year.