Overview of this campaign
We started with a goal of developing a mobile-only experience for millennial and younger audiences.
Chat and messaging apps are the most popular category of apps in these age groups. We wanted to build on this.
Also, we wanted to focus on community and retention instead of page views and banner ads.
The other goal was to experiment with UX and UI elements in a way that is not possible in our mother publication, Helsingin Sanomat.
We wanted to create an experience that differentiates the Nyt product from web-era architectures and design choices.
Also, one of the objectives was to build an innovative revenue model based on coupons and events around community. The goal here was to counter diminishing returns from banner ads and the coming dilution and saturation of video advertising.
Lastly, we wanted to build on positive results from a year-long experiment in delivering news over Whatsapp. Nyt was one of the first news sites to experiment with Whatsapp, and we got international attention for the experiment.
Results for this campaign
We created an app that delivers news over a chat-like interface.
As far as we know, Nyt app is one of the first experiments in deploying conversational user interfaces in news delivery.
The app is modeled around UX that's familiar from Whatsapp, Facebook Messenger and other chat and conversation based apps.
The user gets information in "message-sized" chunks and can reply to the editors with text, photo or video.
The format has had early success in engagement and has been able to mobilize hundreds of young people to send in photos, comment on stories and come to events organized with commercial partners (eg. movie premieres).
The app, launched at the end of 2015, has not been widely advertised yet as we test out the interface and the concept of conversational news delivery. The active user base (MAU) is under 10000 with moderate to good retention compared with other Sanoma apps.
Commercial partners have found the platform effective, as we have been able to mobilize hundreds of users to attend events as part of ongoing partnerships.