In collaboration with the creative department of the brand and the agency, the T Brand Studio, New York Times’ content studio, developed and produced a set of 9 videos filmed all around the world: Paris, Milan, Geneva, Hong Kong. Those 2-to-3 minute videos highlighted beautifully the importance of know-how and its transmission in several cultural institutions, also including a representative of the brand (CEO, Marketing director, Creative director). The content was then promoted by a powerful media campaign, including numerous native formats : on the Homepage, on affinity content (Arts & Culture, Opinion…) as well as behavioral targeting to the Affluent Audience of the NYT.

After 4 flights of the campaign (5th flight happening in April), we have reached and outperformed our objectives: over 173 000 visits on the paid post (150 000 estimated), with an average time spent on the content of 1 minute, which is similar to the average time spent on regular New York Time editorial content. In terms of media, we achieve 170% of delivery of impressions (over 126 millions). This operation also generated good press coverage and impact for the brand.