GaúchaZH: A Platform for Reading, Watching and Listening
Media associated with this campaign
Overview of this campaign
The main objective of the project was to launch a digital product that combined the recognized depth Zero Hora with the characteristic instantaneousness of Rádio Gaúcha in a sustainable business model focused on exclusive and in depth content signed by communicators and columnists, where only subscribers have access.
The idea was to have all the news, sports content, and opinion offered by the best team of journalists for the local public, combining credibility with instantaneity. To accomplish this, a digital ecosystem was created where it is possible to read, watch, and listen to the content through an innovative process within the two newsrooms (of a newspaper and a radio), done with a lot of curation and integration. The project involved the entire development of the new website (architecture to design) and publisher (CMS), updating the news app, which has been repaginated, and the merge in social networks.
Results for this campaign
Internally, at RBS, GaúchaZH was recognized as the Best Innovation Initiative in the RBS Award for Journalism and Entertainment. It also received the Jayme Sirotsky Award, the Merit Shopkeeper Award, from FCDL-RS, and was considered the vehicle of the year at Advertising Hall of the Rio Grande Advertising Association (ARP).
In the social networks, after the merge that united the brands, there was 16.8% growth in interactions, and the largest number of interactions with video, with 148 thousand just for Lives (that reproduce the Gaúcha radio programs on Facebook). The GaúchaZH fanpage increased its video audience 17%, and in November alone, 6.9 thousand minutes were watched (42.7% more than the month of October). Its reach grew 41%.
The old Zero Hora news app was also renamed as GaúchaZH and repaginated, with free access to radio streaming (through a player attached to all screens of the app). Just the first week after launch, the number of app downloads grew 700%. As a result, it has climbed 92 positions in the Brazilian news apps ranking. Compared to the previous year, it grew 136% in the month of November alone.