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Work

Wall Street Journal

m/SIX North America

BUSINESS BACKGROUND

Due to the changing news landscape and the onslaught of bite-sized, digital, free options available, The Wall Street Journal was looking to increase digital subscription base.

Our research with The Journal’s subscribers revealed that their base was made up of some of the world’s most successful and ambitious people, and that these people saw The Journal as a fundamental part of their daily lives and their success, therefore they actively make time to read The Journal every day whether at home, at work, or on the go. We collaborated closely with Dow Jones to completely transform the way they look at their data, their products and their customer relationships.

THE APPROACH

The Wall Street Journal app positioned The Journal as a modern digitized news source. To modernize The Journal’s image, we targeted both existing subscriber segments who index high on mobile platforms, as well as prospective subscribers who seek The Journal’s caliber of content but did not yet realize it was available in the relevant format of a dynamic digital app.

TV and OOH drove awareness along the top of the funnel and smart digital tactics like TV Reach Extension used data to find similar audiences online who would not have been exposed to our TV ad. We also aimed to drive traffic and downloads by seeding high-impact units via AOL and video in endemic (news) environments to find target consumer while consuming news.

We worked closely with our creative partners to ensure the messaging was appropriate for each channel and position.

RESULTS

 

  • In just four weeks we saw WSJ app downloads skyrocket and conversion surpass all anticipated projections
  • 52% conversion to subscription, higher than average rates
  • Katie Vanneck-Smith, Dow Jones’ Chief Customer officer and Global Managing Director, hailed the campaign as being the best success story she’d seen to effectively drive sustained growth

Aetna

m/SIX North America

BUSINESS BACKGROUND

Aetna was looking to drive acquisitions and meet sales goals with their 2015 Medicare campaign. Since the Medicare footprint comprises of 31 market territories, each holding unique sales goals, we needed to develop local custom plans while building up to the national Aetna and Coventry brand.

 A SMART APPROACH

m/SIX analyzed the sales funnel and associated goals to drive strategic approach and media mix.

  • Markets with high sales and lead goals received a 360 approach which was traditional heavy with Search and Display support.  
  • We implemented for the first time for Aetna unique telephone numbers for each newspaper publication to measure conversion tracking through to call center
  • We complimented Direct Mail drops with FSIs in over 850 newspapers across 460 counties
  • Based on audience insights and targeting capabilities, we utilized DRTV in high A65+ composition markets

 PROVEN SUCCESS

 

  • The campaign exceeded lead goals by 34%!
  • The final CPL was 24% more efficient than originally projected.
  • Our media plan generated 91% of the total leads at that time.
  • Heavy negotiations drove 15%-70% off rate card. 

BNY Mellon

m/SIX North America

Bank of New York Mellon - Invested in our Legacy

BUSINESS BACKGROUND

BNY Mellon is the bank’s bank. They lent the US government their first $1 and strong profile in the marketplace amongst Boomers and older generation. There is an opportunity to expand equity profile amongst the millennials, the new and growing segment of HNWIs.

BNY Mellon turned 232 years old on June 9th. The anniversary was celebrated in a big way with the ringing of the bell at the NYSE. Attendance included senior BNY Mellon leaders, several Hamilton descendants and Ron Chernow the Hamilton biographer whose book inspired Broadway musical. 

A SMART CAMPAIGN APPROACH

We supported these events with a unique social media campaign on LinkedIn and Twitter to drive excitement surrounding the anniversary, and more importantly, BNY Mellon’s association with Alexander Hamilton.  BNY Mellon’s LinkedIn page was hijacked by Alexander Hamilton himself for the day.  We also ran fun display units on LinkedIn similar to the anniversary messages you would see for people in your network on LinkedIn.

PROVEN SUCCESS

The campaign significantly exceeded benchmarks with a 1.15% engagement rate of sponsored content on LinkedIn. The campaign also resonated with younger audiences who typically have not engaged with BNY Mellon content.  Overall, the campaign sparked an increased interest in BNY Mellon with a subsequent LinkedIn campaign scoring the #2 spot in LinkedIn’s Top 20 list of Sponsored Updates (Financial Services advertisers) during the week of the Hamilton anniversary campaign. 

Britvic

m/SIX North America

Britvic Fruit Shoot Launch

BUSINESS BACKGROUND

Fruit Shoot is the No.1 ready to drink kids brand in the UK and has recently begun to achieve widespread distribution in the US. With increased distribution, Fruit Shoot aims to be a major player in the juice drink category, but is not currently part of Moms’ consideration set and competes with other children’s juice brands that outspend and out-distribute us.  We needed to accelerate volume growth of Fruit Shoot in key markets, making it a household name among parents and children. 

A SMART CAMPAIGN APPROACH

In order to reach the right audience for Fruit Shoot, moms with kids 4-12, we partnered with Meredith to create a custom cross-platform program supporting outdoor family activities. Summer is the best time to make lasting family memories.  School is out, the temperature is rising and the days are longer.  We wanted to make sure the season was full of family adventures with activities planned and Fruit Shoot as the go-to juice drink.  Fruit Shoot paired with iconic Meredith brands such as Parents to develop custom content, leverage a network of influential mommy bloggers, create buzz with a contest encouraging user generated family adventures film submissions, distribute content via high impact units and drive purchase intent for Fruit Shoot with alignments with kid-friendly recipe pairings.  (6) native content articles were developed specifically for Fruit Shoot including 20 Ways to Fuel Your Active Kid, 10 Kid-Friendly Adventures the Whole Family with Love, How to Host a Family Olympics and a quiz, Find Your Perfect Family Adventure. 

PROVEN SUCCESS

With an impactful branded media campaign, the program was successful in driving brand awareness for Fruit Shoot with all elements exceeding CTR benchmarks across the campaign.  In fact, the Native Landing Page in particular, saw the highest CTR of the campaign at 2.96% (13.5x higher than the campaign average). 

CBRE

m/SIX North America

CBRE Advantage Campaign

BUSINESS BACKGROUND

CBRE wanted to be recognized as more than a broker of space. Our challenge was to demonstrate how they transformed scale into strength, square feet into strong returns, expense into performance, and property into prosperity. This is what would differentiate them from the competition. To do this we needed to engage the hard to reach C Suite audience with clear messaging around a complex proposition.

A SMART CAMPAIGN APPROACH

First, we needed to identify how best to reach our audience. We leveraged Ipsos and syndicated audience research in addition to rich profile attributes from Dunn and Bradstreet and click stream data. This informed our understanding of the C suite’s profile, media consumption as well as more specific and timely behavior, lifestyle, passion points and interests. Over a quarter of the C-Suite use mobile phones for research purposes. We were then able to shift CBRE from a 95/5 print/’other stuff’ model to roughly 70/30 digital/print split. This optimized platform mix allowed us to more precisely reach the target and drive more impactful engagement in order to change perceptions. We knew education would be crucial as our audience is looking for help and information when making important decisions around real estate. With that in mind, native became a focal point of our efforts. We used Dunn and Bradstreet and Experian data to identify and target decision makers and people who were researching commercial real estate. One site that performed particularly well against this audience was Reuters.com. Along with a number of standard native units, we partnered with them to create a custom expansion unit that could house a number of different thought leadership pieces from CBRE.

PROVEN SUCCESS

Over the course of the campaign, the expansion unit performed above average, with an average expansion rate of .62% compared to the industry average of .54%. Interaction rates were equally impressive, outperforming the industry average by at least 200%. Metrics suggest users were really engaged with the content itself, as average video play time was higher than the industry average. Last but not least, the engagement rate for the expandable banners was double the IAB benchmark. 

Crabbie’s

m/SIX North America

Crabbie’s Weeks Halewood

BUSINESS BACKGROUND

Wildly popular in its UK home market, Crabbie’s Ginger Beer entered the U.S. only a few years ago. Behind the ginger beer’s wild success and one-of-a kind taste is a unique process that has the ginger fermented and steeped for up to 8 weeks. Crabbie’s needed to convince curious and luxury drinkers, willing to experiment with a more niche flavor, to also give Crabbie’s a try.  

A SMART CAMPAIGN APPROACH

To reach these customers, Crabbie’s partnered with Verve on its first ever mobile advertising campaign. This was significant since it was the only time the beverage company moved away from its solely word of mouth and radio advertising strategy in the US. Given success in these markets in the past, Crabbie’s focused the efforts of its mobile campaign on two key cities, Washington, D.C. and Raleigh-Durham NC. In each region, Verve technology was used to deliver advertising to people within a certain radius of Crabbie’s retail locations. In addition to reaching people nearby, Crabbie’s tapped into audiences with more discretionary income creating ad experiences for custom segments, dubbed “Luxury Drinkers”, “Working Professionals”, and “Young Professionals". Each audience was served an expandable tap-to-map creative format, allowing them to not only learn more about Crabbie’s product variety, but simultaneously get information on where to purchase the beverages. 

PROVEN SUCCESS

After exposure to the campaign, there was an 84% increase in foot traffic and 51% increase in visit frequency to Crabbie’s retailers. The cost per visit was $1.01, a below average cost for a luxury beer product. The campaign engagement rate of 6.05% exceeded all benchmarks, indicating high interest from new customers. 

Wall Street Journal

m/SIX North America

Business Background

The Wall Street Journal is the largest newspaper in the U.S. by circulation.

Due to the changing news landscape and the onslaught of bite-sized, digital, free options available, The Wall Street Journal was under increasing threat, faced with an aging subscriber base and an increase in subscriber churn.

WSJ needed a new model and way of working to capitalize on available budget and not only increase subscriptions but reduce churn.

Our research with The Journal’s subscribers revealed that their base was made up of some of the world’s most successful and ambitious people, and that these people saw The Journal as a fundamental part of their daily lives and their success, therefore they actively make time to read The Journal every day whether at home, at work, or on the go. We collaborated closely with Dow Jones to completely transform the way they look at their data, their products, their subscription model and their customer relationships.

a smart campaign Approach

We created a hyper-targeted campaign in major metropolitan areas that grabbed the attention of the most ambitious, and no one else. Those up before the sun and home long after dark, who put in the extra hours to get ahead in their careers. Because after all, if someone is putting in those types of hours they must have the ambition of a Wall Street Journal reader.

To connect with these professionals, we built the campaign using dynamic programmatic and OOH placements designed to reach them precisely during those early morning and late night hours when they were going above and beyond in service of their careers. For the before-dawn worker, 5-8am was our target messaging time and for the night owl it was 9pm-midnight. OOH and digital communications were time stamped, so early risers saw various messages such as: “It’s 6:25, and you’ve already had your first call for the day”. Those burning the midnight oil were served relevant evening messages like: “It’s 11:30, and you’re just leaving work.” 

proven success

By changing not just media and messaging delivery, but altering the mechanics of the entire program including measurement, cross channel integration and optimization, we were effective at generating interest and orders ultimately supporting the holistic brand campaign with substantial results.

  • A 40% increase in unaided brand awareness
  • Grew prospect pool by 24.5%
  • 13% churn reduction
  • A 21% increase in website traffic during campaign
  • Doubled daily sales
  • 6,000 subscriptions were directly attributed to the campaign
  • The most successful quarter for subscriptions in 4 years