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 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.
- 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