As the authority on business news for over 50 years, the AFR was suffering from a perception that it was exclusively for Australia’s 1%. Their subscription rates were falling and they needed a new perspective.
Let’s get personal
Using the existing tagline, ‘The daily habits of successful people’ as a jumping-off point, we saw an opportunity to expand their audience by challenging what success actually meant for a variety of people.
We shot visuals and wrote messaging that would reflect a day in the life of each persona. This enabled us to craft stories about daily habits that they could relate to while positioning the AFR as a means to help find financial success.
Something for everyone
Phase 2 used our increased audience awareness to promote specific content categories of the AFR. The results not only saw a massive uplift in subscribers but also a much better understanding of what success can look like.