The Truth Is Essential: Life Needs Truth
Media associated with this campaign
Overview of this campaign
The pandemic brought with it a wave of like-minded marketing. Messages spanning companies and industries all featured the same elements: somber piano music, a reference to “unprecedented times” and a promise to help everyone get through it together.
We not only wanted to create something that would stand alone — we wanted to create something truly deserving of representing The New York Times in this moment. Inspired by our historic traffic, unparalleled reporting and new journalistic endeavors like At Home, we decided to use a fresh creative approach to highlight how The Times helps readers navigate every part of life.
Ultimately, our highest objective was driving brand affinity among our target audience, news readers with a curious mindset. We were specifically interested in shifting sentiment that demonstrated readers getting personal value out of The Times. Moreover, we tailored each asset in the campaign to its specific placement to drive channel-specific KPIs such as video completion rate or social engagement.
Results for this campaign
The campaign saw both consumer success and industry recognition. Most notably, we decidedly achieved our singular objective, with a vast majority of our spend resulting in large brand affinity lifts. Television, our largest investment, was particularly successful, driving affinity lifts across all measured attributes. As an added bonus, we saw significant reach (over 1.25B impressions across TV and digital) without compromising consumer participation (120M video completions and 27M social engagements).
From an industry perspective, it garnered Ad Age’s top spot in their “Best Creative Moves of 2020” list, noting, “The ad elegantly captures the 2020 roller coaster with the gravity it deserved but also the levity we needed — just as The Times did with its reporting.”
Above all else, we helped set the stage for The New York Times’s brand to endure well beyond the uncertain year of 2020.