2020 Gold Publishing
16 Dec 2020
Agency: PHD Media and Uncommon
Client: The Guardian
Campaign Name: Hope is power
The Guardian reaches millions of readers daily. Yet only 2% of them support the publication financially. The business set itself an ambitious target: reach 2 million paying supporters by 2022.
The brief was to create an emotional, rallying campaign to drive brand affinity and increase likelihood of support. An equation guided the brand campaign strategy:
Regularity + Affinity = Support
Rather than chasing after new audiences the key ambition was to drive affinity with existing, loyal audiences.
The Guardian has a large database of existing, regular readers, but they needed to better understand the brand. So it developed creative that brought its purpose to life, with a media strategy designed to reach, engage and excite.
- Impact - media with arresting impact, and high earned' potential, such as impactful OOH and TV spots
- Rally - media that feels like it's being seen on mass, and is 'of the streets', such as flyposting, social and print
- Connect - media that tells an emotive narrative, and has storytelling capacity, such as cinema and audio
- Readers who recalled seeing the campaign were more likely to consider supporting The Guardian in future
- Those who recalled the campaign were significantly more likely to agree with specific campaign-related statements
The Guardian - Joel Midgley, Senior Marketing Manager - Kate Robarts, Marketing Manager - Kate Davies, Director of Brand Marketing