Workhuman launched its interactive article as a returning client!
We were pleased to see Workhuman return after our March 2022 article for which I ran lead on all internal and external communications, from concept to execution and reporting. It was a pleasure to work with them again, and I was thrilled to see them go to the next level with an interactive article featured on Quartz’s sister site, The Root.
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After launching its first branded article with Quartz in March 2022, Workhuman wanted to expand its reach and engagement within the G/O Media audience, this time also working with The Root.
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I advised we take this to the next level. Seeing as Quartz had a number of intricate and successful interactive articles under its belt across a variety of industries, this felt like a natural next step for Workhuman. These articles tend to have strong engagement levels across multiple KPIs and can convey a wide range of information even long after the audience has clicked away.
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As with all complex projects, this interactive required daily updates in terms of project management as well as check-ins on design and development. Throughout the process, I scheduled multiple check-ins, advised on content, and staged tests consistently to ensure we stayed on target in terms of deadline and budget but also in terms of quality.
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Workhuman was the first interactive article client for The Root and its success spans multiple KPIs including audience retention and engagement far surpassing benchmarks.
The Process
Throughout January to March 2022, I was the key point of contact with Workhuman and our internal departments for their article “The State of Work in 2022”. Thanks to a successful campaign which also included sponsored newsletters and social media posts, they were eager to return in 2023 for a new, more engaging experience. This time, the concept of interactive articles was pitched to them—a new experience for them as well as the newly acquired Quartz’s sister site, The Root.
Maintaining client and quality care given the changes in the previous year was one of my top priorities, including managing all aspects of project management and client-facing correspondence in a timely manner with budgetary concerns in mind. Throughout, I kept in constant contact with Design, Development, Account Management, AdOps, and Sales to address any questions or concerns as soon as possible.
Once we were able to get a vision in mind from the client for their “Work Wonders” article, we were then able to move onto the design phase, where I worked closely with our Designer/Art Director on the project.
After several rounds of art from Design and corresponding any changes with Account Management and the Client, we were able to move on to the development end of the project. Keeping program changes and previous projects in mind in terms of timing, it was important to me to ensure we hit deadlines but also managed an “agile” working environment across all parties.
Tests were scheduled at regular intervals, Asana was used as a project management tool to stay on schedule, budgets were tracked throughout, and communication was happening as-needed with small changes and weekly in internal meetings and through client communications.
The result? A happy client, a beautiful interactive experience, the first interactive article for The Root, and KPIs that surpassed benchmarks—most notably reader retention and audience engagement.