Huffington Post: Becoming a serious contender on the British media scene
Cultural and political tribalism are a legacy of the print newspaper business in the UK but when it comes to digital news, ‘one source’ news tribalism is dead. This insight led us to our strategy: Target this promiscuous, connected audience by focusing on every different ‘news profile’ that exists within the young ABC1 news market. The goal? To change behaviour first and get people in front of HuffPost UK in order to change their attitude to the brand. Our creative approach sought to showcase the range of editorial topics across the site, and the impressive mix of talent that chooses to blog for it. We had an extraordinary range of faces that agreed to take part in our bold creative idea that saw provocative lines from each of their blogs written across their faces. But how do you appeal to every different type of audience? With every campaign possible. At any one time there were at least 10 executions live, all of which were changed monthly based on a rapidly evolving system of segment targeting and content analysis which was optimised weekly.
Every media choice was a gateway to the Huffington Post with digital OOH updated in real time with content and comment from blogs and mobile wi-fi across London underground serving exclusive news flash pages as well as a programme that offered independent coffee shops across London free wi-fi in exchange for setting HuffPost as their splash page for customers.
The campaign was a huge success and HuffPost leapt from 9th to 5th place in a growing news market. The advertising directly delivered more than 1.7m UVs and the campaign had unprecedented cut-through. The audience attracted by the campaign has proven to be high value with a far higher propensity to generate total page views and share content across social platforms than average users.