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Taylor and Francis, one of the leading academic publishers in the UK, wanted to increase brand awareness in the US, particularly within STEM, and publicise their Open Access mission. We took their multi-faceted brief and produced a single-minded and visually striking campaign highlighting the ‘Great Things’ that can happen when research is published using Open Access.

The world of academic publishing is fast-moving - with digital and Open Access publishing accelerating its reach. Taylor and Francis wanted to introduce themselves to the US market and establish brand awareness while also addressing key strategic aims in the world of Open Access and STEM publishing. We highlighted the ‘Great Things’ that come from Open Access research, from climate innovations, research into the brain, bee colony loss and more.

We developed the overarching strapline that ‘Great Things’ happen as a result of Open Access and created a unique look and feel for a campaign which was activated using banner, video, static and native ads across Twitter, LinkedIn, Direct Buy, Programmatic, Mobile and Email.

The campaign delivered over 5.5 million impressions to target audiences across all channels and an exceptional 84% programmatic video ad completion rate. The client was delighted with the work and said “Getting straight to the facts and showcasing some of the phenomenal things we’ve helped happen through our Open Access publishing provided a stand-out, memorable and visually striking campaign to raise our profile in the US.”