The Wall Street Journal had not had a brand campaign in many years and this was a chance to launch the product into the EMEA and APAC markets to increase brand awareness, interaction with the brand and overall subscriber base.
My brief was to manage The Wall Street Journal brand marketing campaign in the EMEA region to target a audience spanning two continents and to build up audience lists that we could then re-target to gain subscription sales.
- 15.5% uplift in brand awareness in Europe as reported by a study commissioned with Google.
- 82% uplift in WoW conversions within the first week of the campaign.
Aside from managing the EMEA campaign I was brought in to redevelop the landing page before the multi-million dollar budget was launched in order to make sure that users had the best experience possible when coming from any of the traffic driving tactics. I designed the wireframe for the site changes, introduced separate landing pages for each celebrity, added SEO for organic search improvement, setup the tagging and data framework and led the testing and design changes for cross-device purpose.
In EMEA I managed the budgeting, planning, briefing, optimisation and reporting using the following channels:
- TV advertising
- Online video
- Social media
- Search engine optimisation
- Search engine marketing
- Programmatic display advertising
- Outdoor print banner and LCD screen ads
- Print advertising
- Product sampling of 20,000 papers
Celebrities included will.i.am & Tory Burch and apart from managing the media planning, scheduling, launch and reporting I also managed the global website production, data setup, SEO and multi-tag management.