Read Yourself Better
2020 Finalist

Read Yourself Better

Dow Jones & Company Inc

New York City, United States

Category Best Brand Awareness Campaign

Overview of this campaign

Read Yourself Better is a new brand platform that restates and reinforces The Wall Street Journal's unique position among media brands.

The platform is born from the special, essential relationship that readers have with the Journal: they demand news that’s better because for them it’s not just nice-to-have, it’s need-to-know. They are news users, not just news readers.

Our readers read with purpose. They demand deeper understanding because to them it matters more. It matters more because they don’t just read news but use it to make their own decisions and take action for themselves; at work, in their politics, with their families, on their vacations, with their money and in their lives.

This spirit of self-determination has never been more important or under threat than it is today. The media landscape is filled with options that make it easy and comforting, that tell you what to think or feel.

The Journal is for those who want to choose a higher standard and think for themselves. For those that want to Read Themselves Better.

The creative brings the online and offline world of media to life in a unique way, evoking the clutter and celebrating the power of choosing to break through it by reading better. 

Our omnichannel media strategy spanned the United States and was integrated across the membership sales funnel. In November, we used TV, OOH, digital, social, print, PR and earned media to make a national impact.


Results for this campaign

  • Read Yourself Better showed strong results on both brand-building metrics, particularly around consideration and trust, as well as more short-term metrics such as traffic and conversions. 

  • Marked one of the largest sale periods on record, higher than the election bump.

  • Following the campaign, we saw a 170% increase in WSJ brand consideration across prospects who viewed the ad in comparison to those who did not. 

  • For trust, a major indicator of how users value and perceive WSJ, we saw an average increase of 13% across all audiences.

  • Across prospect audiences, we saw a spike in traffic of ~21%. Interestingly, these prospects were also more engaged with a 47% uplift in reading times, which we saw had a positive influence on overall conversion rates.

  • We increased WSJ branded search terms by an average of 107%.

  • Unique visitor referral traffic went up on Facebook and Twitter by 91% and 41% respectively.

  • The general sentiment according to Storyful, a brand listening platform, found 92% of all conversation surrounding the campaign was positive.

  • Earned media coverage included notable mentions from the following outlets: Ad Age, AdWeek, Digiday and The Drum.


Contact

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