Goals

  • Increase YoY subscriptions for the day of the campaign launch by 10%

  • Increase YoY subscription growth by 20% over the course of the campaign cycle (roughly 3 months)

 

Insights and Ideas

Beyond the break

Our research uncovered an interesting facet about our desired younger audience. Their need to be “in the know” of breaking news means they naturally migrate towards news sources like CNN and the BBC. However, after the initial buzz, our audience craves more information. They want to deeply understand the story behind the headlines and its greater implications.