Kantar's Worldpanel Division + Turtl | Case Study
How Kantar's Worldpanel Division use Turtl to convert 1 in 3 readers into leads and uncover critical content insight
*Kantar's Worldpanel Division + Turtl:* Turning the
How Kantar converted 1 in 3 readers into leads and used their data to uncover critical content insights
*Overview:* The story in a nutshell
Kantar's Worldpanel Division adopted Turtl in an experiment to see what effect the interactive content software could have on its global reports. The largest of these reports - Brand Footprint - had run for eight years in PDF. It was time for change.
Brand Footprint is a global ranking of the most chosen consumer brands. It's created collaboratively by both Kantar and its agency partner, Eulogy. Since Turtl's adoption, the combined team has turned the light on their readers, capturing unprecedented insights through Turtl's analytics:
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*Challenges and objectives:* Putting readers under the microscope
The search for an experiential format that captures actionable data
Benjamin Cawthray, Global Thought Leadership Director of the Worldpanel Division, was first introduced to Turtl when it was used by Media, another Kantar division. The interactivity of the format and detailed reader analytics had the potential to meet four key objectives for Brand Footprint:
1. More efficient workflows
How can we accelerate the production process?
2. Improve the reading experience
How can we create an experience that makes people want to read further?
3. Generate more leads
How can we encourage more readers to sign up and convert to leads?
4. Uncover data that matters
How can we capture more meaningful data than just downloads?
*Solution:* An interactive approach
Turtl's agile tool allows Kantar and Eulogy to create a report that demands to be read
Agile creation, interactive widgets, and unprecedented insights
Streamlined design for agile content creation
Turtl's drag-and-drop editor allows the design team at Eulogy to create content for Kantar at speed. The branding is pre-coded and locked into the editor, affording a level of brand security much higher than in the creation of PDF-based content.
An interactive format people want to engage with
Unlike the long-scroll navigation of traditional formats like the PDF, Turtl documents are chunked into chapters. Readers flick through pages to find what they're most interested in, much like a physical magazine. To top it off, there are a wide variety of interactive widgets like polls and charts which encourage Kantar's readers to engage deeper for longer.
Flexible lead capture to boost signups
Turtl offers flexible gating functionality to encourage sign-ups. Instead of hard gating the cover to prevent access completely, you can place gates within specific chapters. This allows Brand Footprint's readers to flick through the chapter teasers and catch a glimpse of what they'll be able to access if they sign up.
Internal content metrics that turn the lights on
Due to Turtl's format being split into chapters, it can track reader journeys at a highly granular level. Kantar can see which chapters were the most popular, how far through Brand Footprint people got before they dropped off, which sections encouraged people to share on social, and even track individual reader engagement.
Creating Brand Footprint with Turtl
Step 1: Strategy
Benjamin and his team from Kantar's Worldpanel Division kick things off by briefing their agency partners at Eulogy on a particular topic. Together, they agree on the key themes and areas that will be covered in each chapter within the Turtl report and map out a narrative that fits the data they're reporting on.
Step 2: Creation
The copy is written and sent over to Jessica Brown, Senior Designer at Eulogy, who's tasked with Turtlizing it. She designs the report within Turtl's editor, creating dynamic layouts, adding imagery, and inserting interactive widgets. Previously, Brand Footprint was created as a PDF in InDesign, which took significantly longer.
Step 3: Distribution
The report is shared through Kantar's channels with confidence that it will always look its best. Social cards are automatically generated to show its dynamic cover and an interactive gif can be downloaded to insert into an email or onto a webpage. Turtl content also automatically adapts for desktop and mobile view, so no need to zoom and scroll like the PDF.
Step 4: Monitoring
Readers browse the previews of the report before deciding whether to sign up for full access. As they engage with it, live data is gathered in the Turtl dashboard, capturing each of their specific journeys. This lets the team know which sections are performing best and which could use some tweaking.
[Turtl] is so much quicker to put the report together, which is a massive bonus
Jessica Brown, Senior Designer, Eulogy
Jessica on Turtl's time saving:
*Results* Reader insight most can only dream of
Capturing the detailed engagement metrics from almost 6,000 readers
Pulling back the curtains on content
In the eight years since Brand Footprint's conception, neither Kantar nor Eulogy have seen content data like this. The test has proven across the board that Turtl's interactive technology delivers the insights a data-driven business like Kantar has been looking for.
Brand Footprint was chosen as the test subject because it's Worldpanel's most important and longest paper. Its success in Turtl has prompted the team to roll out the software across their various global reports.
With the results we've seen from our flagship paper, we'll be looking to adopt Turtl for all our reports in the future
Benjamin Cawthray, Global Thought Leadership Director, Kantar's Worldpanel Division
37% of readers signed up and became leads
Average read time of 4 mins 38 secs (27 days in total)
Read in 102 different countries
440 engagements with interactive elements (polls, videos, etc.)
A format everyone can get on board with
Turtl's editor is intentionally simple and restricted to allow for speedy on-brand content creation. Eulogy was able to turn around the Turtl edition of Brand Footprint much faster than they would have in PDF. The page-turning format also chunks information rather than overwhelming the reader with a long scrolling document. This was reflected in the lengthy average read times and a bounce rate of just 19%. The interactive features were also heavily used, proving that readers demonstrably respond to a more engaging content experience.
This is a level of reporting functionality we've never seen before
Ben Brigden, Account Director, Eulogy
Invaluable data for future content
Capturing the contact information of 37% of your readers is impressive for any piece of content, but the captured reading patterns and behaviors are the true gold dust to this team. Kantar was able to dissect Brand Footprint's performance chapter-by-chapter. They found that the specific chapter titled "The Impact of Covid" was the most popular - with an average read time of 3 minutes.
Insights like this were not possible when the report was in PDF, so they were reliant on anecdotal feedback and gut feelings. The team can now take these findings as an indicator of their audience's unique interests, even drilling down to the tastes of individual readers. Future reports can be mapped out with this in mind, creating something that is hyper-relevant to their readers.
Benjamin from Kantar on Turtl vs PDF:
Ben from Eulogy on Turtl's content data: