Changing public perception can begin with reporting that helps readers understand the truth.
With misinformation everywhere and trust in our institutions at an all-time low, The New York Times needed a way to show that its commitment to quality, deeply reported, original journalism is worth paying for.
Our strategic platform put the iconic news outlet at the center of a national conversation about the role of a free press and the importance of reporting the facts.
A smart media plan made our limited budget count.
To maximize the impact of our work, we placed the films in environments relevant to their subjects and boosted them whenever these subjects were trending in the news cycle.
We also delivered our ads to consumers who hit the paywall after their fifth free article of the month, driving conversion of curious readers looking for more.
Subscriptions went through the roof.
The campaign not only lifted public opinion of The New York Times but helped drive conversion as well, acquiring more subscribers in just 24 hours than the Times had in the six weeks prior to launch.
The first quarter of 2017 became the Times’s best quarter ever for subscriber growth, and in the second quarter, the paper passed 2 million digital-only subscribers, a first for any news organization.
