NZ Herald Focus
2017 Finalist

NZ Herald Focus

NZME

Auckland , New Zealand

Category Launch of a Brand or Product to Create An Audience Segment

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.

Contact

To contact a company representative about this campaign, click here for the INMA Member Directory