A standout digital story
Society has come to rely on YouGov’s clear presentation of statistical data and research to keep it abreast of developments in the world around it. Yet how much do we know of YouGov itself? In business, conveying a standout story is crucial to maintaining your lead among your peer group.
Today’s investors adopt a multi-channel approach when connecting with companies, with corporate websites, online annual reports and social media being referenced frequently alongside traditional ‘one-off’ investor relations communications such as annual reports and investor presentations. The increased focus on digital channels means that companies need to prioritise creating a compelling online presence that conveys a clear and consistent corporate story and investment proposition.
At the 2019 AIM Awards, market research and data analytics leader YouGov was voted AIM Growth Business of the Year, and the new company website needed to reflect this, helping to reposition YouGov as an innovative and pioneering data and technology organisation. As the first major piece of communication for corporate audiences of the new YouGov brand, the company website also had to bring to life YouGov’s new 2019–2023 strategy and – against the backdrop of MiFID II – communicate its investment case effectively.
YouGov’s company website sits alongside a number of its consumer-facing sites and needed bringing up to date in terms of presenting the organisation’s new brand and aligning with current best practice. Along with a visual overhaul, the user experience needed re-engineering to make navigation more intuitive and content easier to find. There was a clear opportunity for YouGov to better engage with its stakeholders and to achieve prominence among its peer group.
Following our discovery process, a competitor analysis and content gap-analysis, we led a Luminous product vision workshop to help us create a strategy focused on delivering the best outcomes for diverse audience groups consisting of investors, employees, suppliers and potential new employee talent.
Key website investor content – corporate film, animated timeline, factsheet, bold pull-out quotes from analyst coverage, investor FAQs, webcasts, links to non-financial YouGov news via a live news feed on the homepage – helps to create an all-important emotional connection with investors by taking visitors beyond the numbers. It was critical to outline how the business delivers value, its long-term strategy, leadership vision and financial performance in order to present YouGov as an attractive proposition to its target audiences.
Seamlessly linking to the YouGov brand and careers websites, the company website now delivers a modern digital experience that primarily caters to investors, brokers, analysts and a financial press audience. It is an exemplar of clarity of content and strong brand personality that gives YouGov a well-articulated online presence that fully celebrates its corporate story in the digital space.