Amigo Logo

FT BP –
Rich content experiences driving deeper engagement

Relationship

Digital Creative Agency.

Challenge

Develop rich & interactive content to sit on FT.com to communicate BP as the leading innovator within the energy market.

Idea

Creation of a new “Paid Post” format Adfeature for the FT. We set out a design that brought the story to life mixing copy with engaging content. The page hosted animated graphs, video, parallax behavior throughout and full bleed imagery – something never previously tested by the FT. As well as ensuring all content was responsive, and that the page had an infinite scroll, the site was also CMS controlled allowing BP to update content whenever they wished.

Results

Increased engagement and new adfeature format to deliver the best reader experience. Content activation director, Lexi Jarman said “This evolution of our Paid Posts offering helps to reinforce our position as producers of high quality content for a C-Suite and high-net-worth audience.”

Metadata

Metadata: Native Advertising, Adfeature Advertising, Content Marketing.