BLOOMBERG
PROJECT
BUSINESSWEEK RELAUNCH
ROLE
CREATIVE DIRECTOR
FOCUS
CREATIVE DIRECTION, BRANDING
Bloomberg Businessweek magazine underwent a massive redesign from a playful, pop-focused aesthetic to a cleaner, more minimal look to evoke a premium magazine with gravitas and heft.
As the creative director for the Bloomberg consumer and digital product marketing team, my responsibilities included providing creative direction and visual design for the Bloomberg site, social media ads, and campaign microsite. I partnered closely with Bloomberg’s Businessweek and Studio team to create a compelling brand campaign for the Businessweek relaunch.
OBJECTIVE
Increase brand trials and paid subscriptions for Businessweek magazine.
CHALLENGE
After Businessweek was redesigned, the product was then priced three times the original cost earlier in the year. Prior to the relaunch, the market was mainly comprised of highly price-sensitive consumers.
How do you demonstrate the value and quality of the redesigned Businessweek magazine?
How do you reach new, less price-sensitive consumers?
CONCEPT
By connecting dots, revealing patterns, and telling stories no one else is talking about, Bloomberg Businessweek expands the way its readers think about business and the world. It nourishes their intellectual curiosity and consistently satisfies their desire to Know more.
APPROACH
Utilize compelling editorially-driven content to power messaging and engage new audiences to experience the product. The target audiences were Global Business Executives (36yrs+) and younger Aspiring Business Executives (24 -35 yrs old). Attract the target audience through social media campaign to a multi-platform site with the goal of converting a non-paying user into a paid subscriber.
CONVERSION FUNNEL
Social media ads published on Instagram and Facebook successfully funneled users to the featured Businessweek articles on the microsite. From there, users had access to read featured articles, be exposed to their value, and then had the opportunity to sign-up for a paid subscription with a special 6-month introductory offer.
RESULT
Performed three times higher (acquiring new Businessweek subscribers) than the most optimistic forecasts in 2018.
BLOOMBERG
PROJECT
BUSINESSWEEK RELAUNCH
ROLE
CREATIVE DIRECTOR
FOCUS
CREATIVE DIRECTION, BRANDING
Bloomberg Businessweek magazine underwent a massive redesign from a playful, pop-focused aesthetic to a cleaner, more minimal look to evoke a premium magazine with gravitas and heft.
As the creative director for the Bloomberg consumer and digital product marketing team, my responsibilities included providing creative direction and visual design for the Bloomberg site, social media ads, and campaign microsite. I partnered closely with Bloomberg’s Businessweek and Studio team to create a compelling brand campaign for the Businessweek relaunch.
OBJECTIVE
Increase brand trials and paid subscriptions for Businessweek magazine.
CHALLENGE
After Businessweek was redesigned, the product was then priced three times the original cost earlier in the year. Prior to the relaunch, the market was mainly comprised of highly price-sensitive consumers.
How do you demonstrate the value and quality of the redesigned Businessweek magazine?
How do you reach new, less price-sensitive consumers?
CONCEPT
By connecting dots, revealing patterns, and telling stories no one else is talking about, Bloomberg Businessweek expands the way its readers think about business and the world. It nourishes their intellectual curiosity and consistently satisfies their desire to Know more.
APPROACH
Utilize compelling editorially-driven content to power messaging and engage new audiences to experience the product. The target audiences were Global Business Executives (36yrs+) and younger Aspiring Business Executives (24 -35 yrs old). Attract the target audience through social media campaign to a multi-platform site with the goal of converting a non-paying user into a paid subscriber.
CONVERSION FUNNEL
Social media ads published on Instagram and Facebook successfully funneled users to the featured Businessweek articles on the microsite. From there, users had access to read featured articles, be exposed to their value, and then had the opportunity to sign-up for a paid subscription with a special 6-month introductory offer.
RESULT
Performed three times higher (acquiring new Businessweek subscribers) than the most optimistic forecasts in 2018.