Good Things Campaign
2019 Finalist

Good Things Campaign

The Wall Street Journal

New York, United States

Category Best Brand Awareness Campaign

Overview of this campaign

Our primary campaign objective for 2018 was to increase consideration to subscribe to The Wall Street Journal among a national 18-34-year-old audience which we knew was relatively small. From there, we naturally wanted this consideration drive subscriptions during an important acquisition period, and support the business's ambitious growth targets.

On paper, our target (primarily young Millennials) should be the most entrepreneurial generation ever1: they’re digital natives, they’re the most highly educated generation, and they’ve founded some of the world’s most disruptive companies. However, studies have shown that Millennials may be the least entrepreneurial generation in history.2

The Great Recession derailed those entrepreneurial plans of many millennials – 2016 data showed 23% were still living with their parents3, while as of 2017, 28% of 18-26-year-olds were working 2+ jobs to pay off bills and debt. 4 

Despite these challenges, Millennials have maintained the entrepreneurial spirit:                                                               

  • 60% consider themselves to be entrepreneurs5
  • 74% say they would start a business if they knew where to get help
  • With the right tools and resources, 54% would start within the next 6 months6

All of the above crystallized an insight for us: 18-34-year-olds had big aspirations, but uncertainty and anxiety were stalling their ambition. The Wall Street Journal and "Good Things Come to Those Who Don’t Wait" are tailor-made to tackle this problem. 

1. Pew Research Center, “How Millennials Today Compare with their Grandparents 50 Years Ago,” tabulations of population surveys, 1963, 1980, 1998, 2014.

2. The Atlantic, “The Myth of the Millennial Entrepreneur,” 2016.

3. Zillow, Analysis of U.S. Census, American Community Survey, 2005-2016.

4. Bankrate, “Over 44 Million Americans Have A Side Hustle,” Survey, July 2017.

5. HuffPost, “The Power of Millennial Entrepreneurship,” Sept. 2014; updated Dec. 2017

6. The America's SBDC and Center for Generational Kinetics, “Generational Views of Entrepreneurship and Small Business,” Survey, March 2017.


Results for this campaign

Results for objective #1, Increase consideration of WSJ among ambitious 18-34-year-olds based on pre-tracking study.

 

The following two data points from our post-tracking study from the year prior to this campaign clearly show we accomplished this:

 

  • Interest in subscribing to WSJ increased by 126% after watching the film
  • 4/5 prospects who saw our campaign said they were more interested in reading or subscribing to WSJ

 

Furthermore, beyond consideration, the tracking study reported that of the approximately 11 million people who watched our brand film, 87% say they took action as a result:

 

  • 47% visited WSJ.com
  • 44% read WSJ in print
  • 27% talked to family or friends about WSJ

 

Results for objective #2: Monetize the increased consideration pool to drive subscriptions during an important acquisition period, support the business’s ambitious growth targets.  Drive the strongest sales period for the WSJ to date. This campaign helped drive the strongest sales date in WSJ history.

 

The campaign has exceeded all of its initial targets:

Reach:336m (+94% vs. Trgt); Unique Visitors: (+7% vs Trgt); Orders: (+40% vs. Trgt). Prospects who have seen the Don’t Wait campaign have an uplift in every major attitudinal metric. Largest uplifts are in “it inspired me to act on my ambitions” [+22%pts] and “likelihood to subscribe” [+17%pts], a 90% increase from those who did not see. According to our social listening vendor, the WSJ campaign had +31.5% positive sentiment as compared to the NYT campaign across Twitter and Instagram

  • During the Cyber-Monday flash sale, we had our biggest order day of all time.
  • This was +60% over our Budget and Outlook, and +47% YoY.

Contact

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