The Straits Times’ “Gift an Article” Feature
2021 Finalist

The Straits Times’ “Gift an Article” Feature

The Straits Times

Singapore, Singapore

Category Digital Subscriptions

Media associated with this campaign

Overview of this campaign

  • Empower subscribers to share ST’s paywalled content with friends and family

  • Tap on power of social relationships and users’ recommendations to get more registered users

  • Encourage non-subscribers to log in on the ST website so that we can deliver more personalised services 

  • Allow a wider group of readers to sample the best of ST newsroom’s work


Results for this campaign

  • Launched to 5% users in Nov 2020 and scaled up to 100% after a number of iterations

  • Registration rate of ‘gift link’ recipient is 60% higher than organic rate

  • Sharing rate of subscribers using ‘Gift an article’ is 50% higher than organic rate

What we learnt

  • Make registration as frictionless as possible

  • Sharing by subscribers more frequent over weekends


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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