2021 Killer Content Awards

Research-Based Content
Finny

The Challenge

Getty Images wanted to create a guide for using visual images to improve storytelling. To do this successfully, the company needed to fully understand buyers’ behaviors, interests and needs.

The Content

“Visual GPS,” a custom market research study, leveraged data insights from social media, influencers, key clients and industry experts to help readers proactively identify imagery that appeals to buyers’ direct interests and pain points, and influences engagement. During the pandemic, Getty Images converted data from the survey into “mini magazines” that were sent to its clients via email and social media, providing insights through short-form content.

The Scoreboard

  • 700% increase in total downloads
  • 830 pieces of proactive coverage and newswire syndication
  • Extended the reach of its analytics to more than 786.3 million users
  • Published 353 pieces of proactive coverage that reached over 459.2 million readers
  • A 42% increase in total website pageviews

Cheat Code

Use data to inform your marketing storytelling across a multitude of different channels and formats. Think of it like Dominoes, where you keep track of the previous tiles played to help your partner lock the opponents out of a match!

Deep Dive