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Similarweb, a global leader in digital intelligence, needed to showcase real-time Black Friday insights in a high-impact, time-sensitive campaign. With limited resources and a tight timeline, they turned to Infogram's API for a fast, reliable data visualization solution.
The result? One of their most successful campaigns of the year, driving engagement, trial sign-ups, and brand awareness on social media.
About Similarweb
Similarweb helps businesses around the world understand their online performance and gain competitive insights by providing real-time data on web traffic, user engagement, and digital trends. With a mission to be the go-to platform for digital market intelligence, they work with enterprises of all sizes to inform smarter decision-making and strategy.
The Challenge
In early October, Similarweb began planning their first-ever real-time online data campaign to coincide with Black Friday. They needed a way to display live insights about key online marketplaces and retailer activity during Black Friday but faced a critical challenge.
They had only a few weeks to design and launch the campaign, and their existing tools were not equipped to deliver dynamic, live-updating visualizations. They needed a solution that could integrate seamlessly and support real-time updates without putting additional strain on their development resources. Without such a solution, they risked missing out on the event’s time-sensitive impact.
Why Infogram?
Similarweb had already been using Infogram successfully for over three years, and when they learned about Infogram's easy-to-implement API capabilities, it was a significant relief. "We didn’t have the time or resources to onboard a new platform, but Infogram’s off-the-shelf API was exactly what we needed," Similarweb shared.
The minimal technical overhead required allowed their team to focus on presenting the freshest, most relevant Black Friday data without delays. "Since speed is critical to making the most of our unique offering, integration had to be just as fast," they noted.
While Similarweb’s development team was involved, their role was intentionally kept to a minimum - limited to setting up chart templates and ensuring a smooth connection between the Infogram API and the live data feed. Once the initial setup was complete, the charts updated automatically, requiring no further technical intervention from the development team.
How Infogram Transformed the Process
Similarweb’s team efficiently integrated data visualization into their Black Friday campaign by following these key steps:
1. Building a mockup webpage:
They created a test page embedding temporary Infogram charts with placeholder data to showcase key data points.
2. This process resulted in two landing pages:
1. One with a few ungated graphs for public viewing.
2. Another featuring a full set of 10 graphs, gated behind a sign-up form.
3. Testing Infogram’s Google Sheets integration:
3.1. Initial tests used Google Sheets to power the data feed for the charts, which worked well for internal presentations.
3.2. However, the team realized they needed a more robust, scalable solution for live updates and high traffic volumes.
3. Moving to Infogram’s API option:
After discussions the team made the decision to move to an API solution. Our data development team accessed Infogram’s API and connected a live data feed to the embedded charts using the API, ensuring real-time updates.
4. Review & QA:
1. As the launch approached, the team conducted a thorough review to verify data accuracy.
2. The design team aligned fonts, colors, and styles to ensure consistency and responsiveness.
5. Optimization:
Since API-driven visualizations were embedded online, we created dedicated templates optimized for landing pages, with both desktop and mobile layouts pre-set. Infograms’ extensive infographic templates can also be a great resource for this.
Black Friday Live Stats. The project available here.
Live Black Friday Full Access. The project available here.
Key Features That Made the Difference
Several Infogram features played a pivotal role in the campaign’s success:
1. Live updating through the API: Data updated automatically on an hourly basis, giving Similarweb confidence in the accuracy of their charts.
2. Easy chart editing within Infogram: The design team could adjust visual elements without affecting the data feed, ensuring flexibility.
3. Pre-built templates and responsiveness: Templates optimized for landing pages helped streamline the design process and ensured mobile compatibility.
Results and Success Metrics
The campaign’s success was immediate and measurable. Compared to the previous year, when they relied on static visuals.
Similarweb experienced:
1. A significant increase in trial sign-ups.
2. More customer meetings booked.
3. Boosted social media engagement.
Similarweb described the campaign as "one of our most successful in 2024," with real-time data visualization playing a critical role in its impact.
Tailored Support and Collaboration
Infogram’s flexibility and ease of use allowed Similarweb’s design and development teams to collaborate smoothly, despite the tight deadline. By embedding Infogram’s API with minimal development team involvement, they avoided time-consuming setups and last-minute fixes.
Looking Ahead
With the success of the Black Friday campaign, Similarweb plans to integrate Infogram’s API into more PR and marketing campaigns, as they expand their use of real-time data visualizations.
