project: Digital Subscription Campaign
Strategy / Art Direction / Copywriting
Digital subscriptions are a core component of any news website’s business model. For NOLA.com and TheAdvocate.com, our objective was to grow our digital subscription base using messaging that would resonate with different consumer segments. I created eleven different sets of messages subset into 3 unique design styles. Creating copy touch points that ranged from light to serious allowed us to target audience segments based on their news consumption habits. The result was a nearly 100% increase in digital subscription signups over the first three months of the campaign.
display / email / social creative
