2021 Finalist


Bloomberg Media

New York, United States

Category Data and Research

Media associated with this campaign

Overview of this campaign

We’ve heard repeatedly in user studies that audiences want to understand how the news they’re reading fits into the bigger picture, and be able to easily follow a story as it develops. Storythreads became a new way for readers to do just that. First launched as part of our Covid-19 related coverage, Storythreads solved the user need of contextualizing and following a big, rapidly evolving newscycle. Back in March 2020, many publishers saw an uptick in traffic due to Covid-19 coverage and we knew that our readers were looking for a deeper understanding. 


Results for this campaign

We measured success by overall traffic, engagement on the Storythreads, and engagement with the automated email alerts. Storythreads were extremely successful at driving traffic and engagement among our users. Traffic to Storythreads outperforms our average articles by 10x. Users who visit Storythreads show significantly higher onsite engagement (+6x more visits per user) than users who don’t. Clickthrough rates on Storythreads are 7x higher than typical articles. Open rates for Storythreads email alerts outperformed all other newsletter open rates by 35%.



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