How we created a dynamic content hub for a leading tech provider

The challenge

Sometimes it’s hard to do for yourself what you do brilliantly for your clients…

Global programmatic advertising platform AdRoll found they were struggling with this very affliction. Although they are messaging experts themselves, they are busy running their own impressive and growing business. They needed a content partner to help them evolve and bring their new brand communications strategy to life.

They approached Spoon in London to help create truly audience-focused content for an innovative new content hub. The aim? To offer small company owners with big ambitions practical advice on how to grow their businesses – in a fun, engaging and eye-catching way.

AdRoll wanted to show their customers – and their prospects – that they not only understand their ambitions and goals, but that they are a dynamic, highly credible and useful partner who can truly help them develop and grow.

The solution

Working in close partnership with the team at AdRoll, Spoon went about designing, building and populating their new content hub (

From a content point of view, our team did a deep dive into the AdRoll brand and content campaign aims. We then worked as an extension of the AdRoll team and brainstormed, pitched and then produced ongoing articles, infographics and how-to guides, optimising the content and making sure everything was delivered in line with AdRoll’s brand guidelines.

Our content formats spanned the entire spectrum: from BuzzFeed-style listicles and infographics to longer-form articles, guides and whitepapers. We also created the overall look and feel of the hub itself – and designed the home page and all individual content assets, like how-to guides and infographics.

This content needed a ‘wow’ factor. We hope we’ve achieved this by offering readers tangible advice and relevant examples throughout, as well as including as much actionable insight as possible.

The examples used are also relevant to the SME audience: rather than flagging the great work of behemoths like Amazon, for example, we research how smaller, more accessible brands are finding innovative ways of standing out in a crowded marketplace. Relevance to the audience was – and is – key!

The result

The website has recently gone live – and AdRoll has been delighted with the partnership delivery approach as well as the content we have produced so far. And as AdRoll’s trusted content partner, Spoon has also been asked to assist with the creation of some event collateral.  We’ve nothing but faith in AdRoll as an incredibly dynamic and innovative client and we’re excited to see how the daretogrow journey evolves in the coming weeks and months.

“We’ve loved working with the Spoon team in London on our DareToGrow content hub: not only does the team comprise some really strong copywriters, but they also really understand our audience and what we’re trying to achieve. From short listicles and blogs to deep-dive guides and infographics, they turn their hand to a range of formats, and added to this, they have a strong design capability. They totally get the look and feel of the DareToGrow brand, and have delivered some really beautiful infographics and illustrations over recent months. We’d definitely recommend working with them – and have even used them for content marketing training workshops with our team in Dublin.” – Anahid Basmajian, Head of Brand Marketing EMEA

Want to know more about the case?

Shelley Hoppe would love to tell you more!