2016 Winner

How To Get Users to Register

Politiken

Copenhagen, Denmark

Category Digital Audience Usage and Engagement

Media associated with this campaign

Overview of this campaign

Background

On March 9th 2015 Politiken launched a new web-strategy with the objective to enforce our position in the media marketplace by enhancing user-experience and making the site more personal. If users register - or buy a subscription - they get access to a range of functionalities including:

  • New front page flow design.
  • Personal article recommendations. Algorithm based recommendations via tracking of on-site behavior.
  • New ‘follow’ functionality. Follow your favorite journalists, sections and themes.
  • New ‘save’ functionality. Save articles for later.
  • Increased reading experience. Fewer banner ads when logged in.
  • Primary objective: To convert anonymous users to registered users.

Secondary objective: To harvest user-data for the purpose of working towards more data-driven journalism as well as differentiated marketing communication.

Third objective: To strengthen user-loyalty.

Communication Hook

The launch of the new web-strategy was supported by a campaign theme, which in Danish used the phase ‘det er helt sort/all is black’. This back-translates into 'You won't get a thing if you don’t log in’.

Campaign CTA

The CTA was offering a 4-week trial period with free uninhibited access to content on politiken.dk in order to increase registration. The metered-model allows anonymous users 5 free articles per month and registered users 15 free articles per month. So the incentive was clear.

Campaign Elements

Print ads

Impact adds on owned platforms

SoMe

Facebook launch, two viral-films - a 15" teaser and an explanatory film with Editor-in-Chief Bo Lidegaard introducing ‘Your Politiken’

Digital: Interstitials

March 9th: A black ‘wall’ covering politiken.dk – users had to register to enter the site.

March 10th +: Soft ‘wall’ – a black interstitial asking for registration but with an option to click away

Cover zones on site – selected content was covered by black ‘skins’.

Direct Mail

4-step mail flow introducing newly registered users to politiken.dk and a surprise&delight offer, allowing them to sample Politiken’s loyality-programme, Politiken Plus.

Outdoor

Outdoor posters on train stations


Results for this campaign

The campaign exceeded expectations and delivered on all KPI’s.

Campaign Result

Registered users

Number of registered users grew 763 % between February 2015 and March 2015.

February 2015: 12.118

March 2015: 104.546

Subscribers

The number of subscribers grew 35 % between February 2015 and March 2015

February 2015: 49.724

March 2015: 67.193

Campaign Metrics

Facebook Performance

Reach: 163.000 people

Impressions: 220.050

Views: 59.218

CPT: 0,044 DKK

CPC: 1,617 DKK

CTR: 4.525 to politiken.dk

Budget: 7.324 DKK/1.072 dollars

Mailflow Performance

Mail 1:

Recipients: 152.188

Openrate: 39,256

CTR: 6%

Mail 2:

Recipients: 134.680

Openrate: 37,96%

CTR: 10%

Mail 3:

Recipients: 146.583

Openrate: 34,31%

CTR: 7%

Mail 4

Recipients: 85.026

Openrate: 30,93%

CTR: 10%


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory