The Campaign Most People Didn’t See

The Wall Street Journal faced an unprecedented changing news media landscape: the prevalence of free digital outlets, aging subscriber bases and increases in churn. The challenge was to reposition The Wall Street Journal to meet the demands of new audiences, audiences who didn’t see it as relevant, and convert them into long-term subscribers and advocates.

We identified that Wall Street Journal readers shared an emotional drive: relentless ambition to succeed. And their habits reflect this; they are the early birds and night owls working outside regular hours to get ahead and achieve their ambitions.

We created a hyper-targeted campaign that grabbed the attention of the most ambitious, and no-one else; running between the hours of 5:30am-8am and again from 9pm-midnight. Dynamic OOH formed the centerpiece, reaching our audience with up to 98% coverage, and was supported by timed digital display and TV placements. Creative was all live time stamped, so early risers saw a different message than those burning the midnight oil. All communications carried a unique offer, only available during the specific campaign hours, driving trial and subscription.

The Wall Street Journal saw a 21% lift in unique site visits, contributing to thousands of new subscriptions, while the focus on commuters drove increased mobile activity; nearly 100% of total tablet conversions occurring via Ambitious Hours ads during the campaign.

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