A dose of oxytocin to inspire generosity.
Brief:
Develop a campaign to promote gift subscriptions for Christmas. Roll out through in-house channels (print magazine / website / email / social channels ) to editions in the USA, the UK, and ANZ.
Develop a campaign to promote gift subscriptions for Christmas. Roll out through in-house channels (print magazine / website / email / social channels ) to editions in the USA, the UK, and ANZ.
Challenge:
New Scientist wanted the campaign to reach out beyond the usual subscriber base and engage with their much broader social following.
New Scientist wanted the campaign to reach out beyond the usual subscriber base and engage with their much broader social following.
Results:
We recommended that we experiment with insights from the marketing sciences and behavioural economics to see if we could enhance the impact of the campaign.
This also gave us a science story we could share with the very people we were trying to ‘influence’. This was all done with tongue in cheek, and the 700 comments that flowed onto New Scientist’s Facebook page showed their social audience resonated.
Overall, the campaign elevated New Scientist’s gift subscription advertising from something discount driven and tone-lowering to something that became a positive contribution to the New Scientist brand experience.
We recommended that we experiment with insights from the marketing sciences and behavioural economics to see if we could enhance the impact of the campaign.
This also gave us a science story we could share with the very people we were trying to ‘influence’. This was all done with tongue in cheek, and the 700 comments that flowed onto New Scientist’s Facebook page showed their social audience resonated.
Overall, the campaign elevated New Scientist’s gift subscription advertising from something discount driven and tone-lowering to something that became a positive contribution to the New Scientist brand experience.