Challenge
A young online publisher with an industry leading business model was looking to take its magazine to the next level.
After establishing the magazine successfully and sustainably in the national media landscape, it also faced challenges regarding its user acquisition process due to algorithmic adjustments in social media feeds.
Approach
We conducted an offsite purpose workshop with the whole editorial team and additional staff to sharpen the identity and narrative of the magazine, to uncover potential to reach a broader audience and to explore new user acquisition approaches.
Results
Editorial
Based on the refined purpose, we identified numerous editorial measures to convey the new narrative to the existing and new readership, including introspective content pieces, deeper and more visible reader integration and a dedicated community management to connect the magazine with a broader cultural fabric.
Product
We developed concrete measures for a loyalty strategy to foster viral effects, laying out the steps and milestones for a customer referral program and integrating already existing communicative measures and events under a shared perspective to enhance the word of mouth amongst the highly loyal readership.
Design
We laid out the roadmap for a rebranding, including brand character, landing page redesign, visual guidelines for editorial images, and the integration of offline activities.