After almost two years of COVID-19 and lockdowns, we wanted to do a little extra for our loyal subscribers. Without them, we would not exist, so we believed a genuine “thank you” was long overdue.
With this broad campaign, we tried to reach all of our (digital) subscribers and create a feeling of appreciation for using our products.
Campaign objectives and targets
Of course, we wanted to link some objectives to this campaign — and the main one was churn prevention. Previous A/B-testing proved that a video from the editor-in-chief is effective in preventing churn. Because we knew the churn prevention effect is only there for those who open the e-mails, we set our target for all four news brands:
- View rates of the e-mails: 40%.
- Scanning of the QR-code (which led to the campaign video) in print direct mail: 30%.
- Measurable video views: 50,000.
The campaign had two secondary objectives, so we targeted two segments:
- People with a low engagement score. The goal was to stimulate them to read more. They received an extra flyer in the direct mailing and a slightly different version of the e-mail. Our target objective was getting 2% to scan a QR-code leading to the landing page for digital reading.
- People with a propensity for upselling. Free trial of an extra Mediahuis news brand. They received an extra flyer in the direct mailing and a slightly different version of the e-mail. Our target for this was to attract 3,500 free trials.
Inside the campaign
Our goal was to create a realistic and recognisable message. By putting the focus on our loyal readers, we could make them realise that without them, we would simply not exist. For a surprise effect, instead of only working with print and e-mail, we also created a video campaign with a personal landing page.
Together with agency LDV, we came up with a humorous though very realistic sketch: A few friends gather together on a Sunday morning, chilling in a coffee bar. The wise-nose of the group confidently starts talking about a topic he claims to know a lot about … but suddenly: silence. He doesn’t know the core of the story, because he only scans headlines. Eva — who is a subscriber — can help him and is proud to share her knowledge.
The video as well as the landing page ended with a personal “thank you” from our editors-in-chief and journalists. They explain why subscribers are the driving force for the editorial teams.