Challenge
The Ad Council is well known for creating campaigns addressing the most important issues of our Nation. The team brought in Carbon Five to help reimagine their main website and extend their updated brand to the web.
The Ad Council partners with businesses and creatives to create cause marketing that inspires action on the biggest social issues in America. Bringing the brightest minds in media, tech, advertising, entertainment and marketing to develop campaigns that inspire action and change lives.
The Ad Council is well known for creating campaigns addressing the most important issues of our Nation. The team brought in Carbon Five to help reimagine their main website and extend their updated brand to the web.
We started with an initial strategy phase focusing on design and communications strategy with the help of our partner, Wordland Design. After identifying how core properties should interconnect and what content themes and related IA concepts were important, we moved into an emergent design process where content co-evolved with design. Together, we crafted a compelling narrative that could be repurposed across multiple customer journeys.
The Ad Council’s new site launched in mid-2020 and is enjoying a healthy surge in traffic. Form submissions up 172% and PSA asset requests and downloads are up more than 200%.
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