The Foundation serves as a catalyst for discoveries relating to the Big Questions of human purpose and ultimate reality. John Templeton Foundation’s goal was to encourage civil, informed dialogue between the public at large, for the purpose of new insights.
Harmelin Media worked with The John Templeton Foundation in challenging Slate to make JTF’s sometimes scholarly messaging relevant to wider audiences. The JTF Slate partnership brought these highbrow concepts to a larger audience by driving meaningful conversation on the platform.
- High-impact ad units amplified awareness of the content. Slate readers engaged with the JTF ad units at a rate of .659% versus the industry average of .08%.
- Essays from scholars and experts across science, philosophy and theology were placed in a responsive parallax experience. Mood-setting videos and illustrations were created from visual consideration of the concepts and quotes from leading scholars were shareable on Twitter.
- The site invited readers to weigh in through a built-in commenting forum with “Up voting” and sub-commenting features. Insightful and in-depth comments from readers drove discussion on these complex concepts with the question “Are we alone?” receiving over 50 comments. A new commenting system was added to make engagement even more intuitive and encourage interaction.
- The campaign has delivered over 40MM impressions to date, with a monthly average of 27,000+ page views and over 450 comments. Templeton’s time spend of 3.43m outperforms the industry average of 2.12m by 62%. The time spent is also just under the Slate editorial averages, which shows that the quality of content is on.