The Economist
The Economist faced the same challenge as all print media: an aging demographic and the dilemma of how to attract paid subscribers in a digital world. Our solution was to utilize social media to extend The Economist's reach to the next generation. The idea focused on the fact that smart is the new cool, and people use social interaction as a reflection of their intellectual clout. The Economist would capitalize on this inclination and let the readers bring their followers to The Economist message. By personifying The Economist as a single voice, consistent with the wit, tone and clarity the brand is know for, this concept would lead to trust and engagement in the social space.
The basic premise for this campaign was position the reader as the influencer.
This graphic shows how the strategy is played out in the social media space.
The Twitter and Facebook pages were skinned in the iconic Economist look.
Smart copy lines were written for Facebook cover images.
An iPad cover was designed with the logo on the inside so that when opened, the reader could advertise what he was reading.
At the time, Klout.com was touting itself as a measure of influence based on a sketchy algorithm. Strategic outdoor placement near Klout's corporate office challenged the claim, sparking debate on the topic of influence.
The Economist pitch was made by Red Square Agency. My role was creative director.