EY
Amplifying a financial leader’s expertise in the issues driving an election year
The Challenge
Old adages continue to ring true, with the economy ranking as the most important issue of the 2024 presidential election. Just as the economy has a significant impact on the actions of voters, presidential elections also have a significant impact on the U.S. economy, with the results setting the course of the economy for four years and beyond. That means, every election year, there are some very distinct considerations for the financial services sector — from a new regulatory environment, changes to tax policy, initiatives to spur economic growth and more.
Leaders at EY, one of the largest professional services networks in the world, have adeptly navigated over 30 U.S. presidential elections. In a policy environment that may feel like it’s changing faster than ever before, EY wanted to showcase their expertise as a proven, long-term value creator that has found innovative ways to create sustainable and inclusive growth. To position themselves as a solutions-oriented leader to business decision-makers and policy influencers around the issues driving the 2024 election, EY turned to POLITICO Focus.
The Strategy
Policymakers, business leaders and voters need to stay abreast of the lastest news and guidance from financial experts to succeed in tumultuous but opportunistic moments. So, to help leaders find confidence in the uncertainty of the 2024 election, POLITICO Focus and EY collaborated on an interactive editorial hub page. The page highlighted the company’s thought leadership and analysis alongside critical reporting from POLITICO journalists. This not only provided the opportunity to demonstrate the breadth of EY’s resources on the biggest economic issues facing America for readers, but, by pairing these insights alongside POLITICO’s own reporting, further elevated EY’s relevance to policymakers during critical times of change.
The experience kicked off with a macro view of the policies on the table in the 2024 election, allowing readers to hear directly from EY professionals through a mini Q&A. Following that, our team identified the three high-level policy areas that were of the utmost importance and interest to a policy-focused audience, populating each section with EY analyses, reports, podcasts and more — alongside POLITICO articles. The design also encouraged exploration, allowing readers to click to learn about different topics and dive deeper into the issues of most relevance.
As the election evolved, the hub was updated with new content both from EY and POLITICO’s journalists — allowing the piece to serve as an active, living resource for financial leaders and policymakers to help navigate the challenges and opportunities of a historic election year.
- Content Hub
- Editorial Integration
- Executive Thought-Leadership
- Interactive
The Results
The piece, entitled “How Financial Services Leaders Can Find Confidence in the Uncertainty,” was in promotion when there was peak interest in the 2024 election. This led to a high level of engagement, successfully reaching policymakers and business leaders with relevant resources on the issues of the election and demonstrating the range of EY’s expertise.
Users also actively interacted with the page, clicking out to EY’s resources. And one section in particular, on the “Regulatory Environment,” had the highest number of engagements, showing that readers actively utilized and benefited from an experience that allowed for custom, user-led journeys through the content. This multi-channel campaign — and the relevance and real-world value of the content on the hub — helped the piece exceeded key performance goals, including:
- 70 percent – more in total page views than POLITICO’s benchmark goal
- +1:30 minutes – higher time on page than POLITICO’s benchmark goal
Reaching the Right Audience
Amplified by native and social promotion, POLITICO Focus engaged critical audiences, who, compared to the average POLITICO audience, were:
2.26x
2.22x
2.09x
