To increase the Twitter audience size and engagement levels for Europe handles including @WSJEurope, @WSJDeutschland and @TurkiyeWSJ.
Overall brand awareness for the general Europe, Germany and Turkey markets was very low in comparison to the competition, therefore we saw social media as a great way to increase visibility of the brand.
- Increase of @WSJEurope handle from 26k followers to 135k followers.
- Increase of @TurkiyeWSJ handle from 18k followers to 67k followers.
- Increase of @WSJDeutschland from 11k followers to 37k followers.
- Increase of Twitter traffic to the Europe edition YoY by 106%.
I worked with editorial to market the Twitter channels to the Europe wide audience. This working relationship allowed me to guide the promotion of the editorial pieces that we felt would perform the best and be of most interest to the Twitter audience and to use the amazing content from WSJ to grow the channels.
Along with pushing organic stories I also led and optimised the paid social promotions for over 1 year with promoted tweets combined with promoted accounts that had content orientated advertising.
Although a commercial decision was made to cease the German and Turkish paper editions the WSJEurope edition is now stronger than ever with an audience 5 times the size from when I started the social campaign leading a large audience back to the WSJ core website and increase subscription conversions.