VG on Snapchat Discover - digital engagement
Media associated with this campaign
Overview of this campaign
Our main goal was to explore and present journalism in an appealing and new way. We wanted to reach out to the younger audiences and make them read our news.
Our key objectives when we started were:
– To explore and present journalism in an appealing and new way
– To reach teenagers and young adults
- To make our channel grow by learning what works and what doesn’t - on the mobile platform
– To have 30.000 unique viewers on a daily basis within the first six months
Results for this campaign
By using a language teenagers understand, we’ve managed to become the number one news destination for a large amount of young people in Norway. By presenting longer articles in a more visual and understandable way, the news becomes easier to digest.
Our results were beyond expectations. When we first started we were astonished to see that 100.000 norwegians wanted to read our news. One year later this number has tripled. Our expectation when we started doing Snapchat Discover was 30.000.
Today over a million unique viewers engage in our channel every month. And keep in mind, this is in a country with 5 million inhabitants.
By adding a totally new platform VG managed to reach out to a completely new audience - those between 13 and 24 years old (see details in attached PDF).
Our numbers show that they do read our news. Even though we publish news on the «as you go»-medium, the mobile phone, our users spend an average of over 2 minutes on each edition. And they finish reading over 80% of each edition.
Our users keep coming back to us. 47% of them are loyal users, they read our news between 5 and 7 days a week. 28% are frequent users, they engage in our channel 3-4 days in a week.
Finally we can say that we have succeeded in reaching the younger audiences with our news.