NZ Herald Focus
Media associated with this campaign
Overview of this campaign
In order to drive new audiences towards this innovative content, it was critical we created breakthrough multi-platform marketing activations to expose the Focus brand to a younger, more tech-savvy audience than our traditional print consumer.
Our clear objectives were to:
- Raise awareness of the show and the Herald brand among a younger more mobile and socially-savvy audience. We were aiming for an audience with at least 50% under the age of 40.
- Drive video streams in excess of 500,000 per week for our news product.
- Introduced the brand to a social audience who we haven’t previously engaged with via original video.
Our strategy had two main components:
1. Acquire new audiences for the show from off-network vehiclesvia paid and earned media.
2. Utilise the vast reach of our own corporate digital assets to find new audiences from within our owned/operated digital platforms and networks.
Results for this campaign
- Since launch, NZH Focus has had steady growth in views with increased viewership month-on-month.
- At its peak, Focus is being streamed 1.7 million times per week with social and mobile being key drivers of the audience.
- Demographically, the audience is significantly younger than our traditional audience, with 69% being under the age of 40.
- Based on feedback from our audience, who desired shorter-length more easily consumed segments, just two months after launch we pivoted the show format to be shorter and more frequent. This resulted in an even quicker audience growth curve.
- From a digital media perspective, we were able to attract a massively engaged new audience via high-performing targeted campaigns across Google, Facebook, Outbrain and YouTube.
- NZH Focus has cemented itself as a well respected, market leader in digital journalism.
- Expanded outside of our key metropolitan areas by launching ‘Local Focus’ in four additional regions in the North Island of New Zealand. This was accompanied by a targeted, local marketing campaign.