Digital activation & lead generation
Turning a research archive into a commercial lead engine
© LS:N Global
The challenge
For its 20th anniversary, the agency wanted a campaign to promote LS:N Global, its subscription trend service. The idea was to turn twenty years of research into something people would want to explore, and to grow the contact database while doing it.
The approach
We created and produced the Trend Tracker, an interactive microsite plotting more than 90 trends from 2000 to 2030. With art director Britt Berden and designer Fabiana Fiamingo, we built three timelines (Experiences, Brands and Consumer behaviours), each with trend summaries, expert quotes and links to the full reports.
It launched on the day of the Trend Briefing live event with a campaign across channels, including a homepage and social takeover in the timeline's style. Afterwards it became a permanent sales tool, updated every month with new trends.
The outcome
The Trend Tracker turned an archive into a sales asset. It had 30,000 views and more than 11,000 form submissions, brought in 50% of all new contacts added to the database in 2020, and influenced more than half of the deals closed that year.
The results
Form submissions in one week
Of all new database contacts
New memberships influenced
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