Engaging global development leaders in financial inclusion research through visual and data-led storytelling
Housed at the World Bank, The Consultative Group to Assist the Poor (CGAP) is a global partnership (that operates like a think tank) that works to advance the lives of people living in poverty through financial inclusion.
CGAP’s knowledge enables the public and private sectors to scale solutions that make financial ecosystems meet the needs of poor, vulnerable and underserved people and small businesses.
Over the last 3 years CGAP has seen growth across all content:
The challenge
Communicating findings from original research can be a double-edged sword: while raw data is extremely valuable, it can be hard to translate it into real-world examples. Striking a balance between technical accuracy and engageability is challenging.
The CGAP team came to The Content Engine to overcome this hurdle.
Recognising the opportunity in communicating the value of its work to wider audiences, GCAP tasked The Content Engine to produce content that translated complex, new research in a social-media-friendly manner, without compromising on accuracy or authority. CGAP aimed to increase the reach and engagement across all digital channels to boost influence on those shaping global development.
At the start of the partnership, CGAP’s communication team didn’t have a full-time communications person for its social media function. The Content Engine was pleased to help fill that gap while CGAP recruited a new team and supported the team during the transition and beyond.
The solution
The Content Engine and CGAP have successfully worked together since 2021. Each week, we connect in a newsroom-style meeting where we exchange fresh story ideas to support CGAP’s communication goals.
We own each piece of content from ideation to publication, providing in-depth analytical insight into CGAP’s social publishing and identifying patterns to guide future strategy.
Every piece of content is produced in collaboration with CGAP technical teams and communication leads. Every idea, piece of copy, and visual is run by specialists to ensure all content is informative, accurate and engaging to an online audience.
By compiling digital brand guidelines for CGAP, we helped to make the approvals process more efficient, aligning our language and visuals with their own technical guidelines.
The Content Engine’s lean, repeatable workflow translated our team’s ideas and inputs into powerful stories.
JAHDA SWANBOROUGH
Communications Lead, CGAP, World Bank
From evergreen videos to explainer animations:
The impact
The Content Engine continues to play a significant role in CGAP’s digital content strategy and operations and acts as an extension to their digital team; CGAP’s latest brand guidelines feature examples of bespoke illustrations created by TCE.
Our team is responsible for around 50% of the social media content CGAP publishes each week, scheduling social posts directly through our dedicated production and publishing platform, The Engine.
The output and engagement of rich content have both increased throughout our time together, showing that CGAP’s research is regularly reaching more people in an impactful way. For example, after 3 years of working with TCE the number of posts published by CGAP on LinkedIn has more than tripled with the average engagement rate of posts improving by 250%. LinkedIn followership has grown by almost 20% year-on-year as a result.
