Match Group needed branded content that could work across multiple Axios placements and hold the attention of a professional audience. Storyfarm helped shape campaign assets that performed across channels.
Branded content has to do two jobs at once. It has to fit the publisher environment, and it has to carry the sponsor message cleanly. This campaign had to work across newsletters, display units, and studio-story placements, each with different audience behavior and different expectations.
Storyfarm supported campaign creative used across Axios channels and helped shape assets that matched the publisher format without losing the sponsor message. The work was built to function across several touchpoints instead of asking one placement to carry everything.
The campaign generated more than 478,000 newsletter opens, more than 908,000 impressions, and 2,614 clicks. Several newsletter placements performed 1.3 to 1.8 times above Axios benchmarks, and the studio story reached an average time on page of 3 minutes and 52 seconds, 1.5 times above benchmark.
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