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0

the size of the audience reached via the new omnichannel strategy in the first year

0

the increase in content-hub (Q2 2020) audience in comparison with the previous microsite

0

the percentage by which MiNDSPACE mailers outperformed the industry average CTOR (35.88% vs 9.5%)

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year-on-year increase in page views

Challenge

  • Rethink and reposition OMC’s B2B branding and engagement tool MiNDSPACE 
  • Speak to a highly discerning audience of business owners, leaders and decision-makers 
  • Demonstrate thought leadership in trends, business, management and personal success 
  • Communicate OMC’s expertise and products 

Solution

The new content strategy had to establish MiNDSPACE as a respected and authoritative voice through a content ecosystem that can confidently take its place among business consumer titles and content platforms. The reimagined magazine (2017) led to a content hub (2019) where OMC’s experts and business news, research and insights are seamlessly woven into the editorially led content mix.

Results

John Brown evolved MiNDSPACE from a bi-annual print title into a dynamic omnichannel brand with an always-on digital strategy comprising weekly mailers and social media. Results show that the content resonates with a C-suite audience that includes senior management, directors and partners

  • 700 000 - The size of the audience reached via the new omnichannel strategy in the first year
  • 400% - The increase in content-hub (Q2 2020) audience in comparison with previous microsite
  • 288% - The percentage by which MiNDSPACE mailers outperformed the industry average CTOR (35.88% vs 9.5%)
  • 203% - The year-on-year increase in page views

About the campaign

Through a dedicated editorial team working across print and digital we:

    • Established a go-to source for expert financial and business content, as well as curated lifestyle content with a consumer look and feel
    • Created and clearly communicated the brand promise: Enrich your thinking
    • Introduced strong, sophisticated, considered art direction
    • Create and source authentic, interesting and insightful editorial content that goes beyond business and finance
    • Commission hand-picked writers and interviewees, who include foremost thinkers, trailblazers, business and socio-economic experts, academics, researchers and authors
    • Seamlessly weave OMC’s experts and business news, research and insights into the content
    • Create multimedia content that includes infographics, podcasts and videos

2017 Awards

Pearl awards (US) | Best Print magazine editorial B2B 

2019 Awards

South African Publications Forum Awards | Best External Magazine Category C

South African Publications Forum Awards | Runner Up | Best Design 

"The MiNDSPACE content hub has given Old Mutual Corporate a fresh way to reach our customers with content they want and need. Our content marketing agency has helped us to create a brand that is not only contemporary but also intentional, which is in line with our content marketing strategy."
Charlene Murphy, Communications Manager, Old Mutual Corporate

John Brown Media South Africa

John Brown Media SA is a leading content marketing agency. We produce content that is human-centric, data informed and tech powered. Our global and regional network access, coupled with award-winning local creative and journalistic talent, enables us to craft relevant content that ensures meaningful connections between brands and their customers, delivering commercial success for our clients. 

We produce tailored strategies across all channels, with deep category expertise in food, fashion & beauty, finance, health, motoring, kids, corporate communication and leisure. We are proud to partner with brands such as Pick n Pay, Old Mutual, Life Healthcare, Discovery, Capitec, Beacon and Hippo.

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