NZ Herald Focus

In order to introduce an entirely new audience to the New Zealand Herald, we developed a daily broadcast news show, New Zealand Herald Focus. It was developed in response to the changing way that audiences were consuming media and an understanding they no longer wish to ‘appointment view’ their news. By delivering content throughout the day we could quickly respond to a changing news agenda, allowing our audience to stay informed at all times. The creative concept revolved around the consumers need to “be in the know” and being able to watch the news whenever and wherever.

In order to drive new audiences towards this innovative content, it was critical we created breakthrough multi-platform marketing activations to expose the Focus brand to a younger, more tech-savvy audience than our traditional print consumer.

Our clear objectives were to:

• Raise awareness of the show and the Herald brand among a younger more mobile and socially-savvy audience. We were aiming for an audience with at least 50% under the age of 40.

• Drive video streams in excess of 500,000 per week for our news product.

• Introduced the brand to a social audience who we haven’t previously engaged with via original video.

Our strategy had two main components:

• Acquire new audiences for the show from off-network vehiclesvia paid and earned media.

• Utilise the vast reach of our own corporate digital assets to find new audiences from within our owned/operated digital platforms and networks.

This is best highlighted via the following diagram:

Best launch of a brand or product to create an

audience segment

Results

• Since launch, NZH Focus has had steady growth in views with increased viewership month-on-month.

• At its peak, Focus is being streamed 1.7 million times per week with social and mobile being key drivers of the audience.

• Demographically, the audience is significantly younger than our traditional audience, with 69% being under the age of 40.

• Based on feedback from our audience, who desired shorter-length more easily consumed segments, just two months after launch we pivoted the show format to be shorter and more frequent. This resulted in an even quicker audience growth curve.

• From a digital media perspective, we were able to attract a massively engaged new audience via high-performing targeted campaigns across Google, Facebook, Outbrain and YouTube.

• NZH Focus has cemented itself as a well respected, market leader in digital journalism.

• Expanded outside of our key metropolitan areas by launching ‘Local Focus’ in four additional regions in the North Island of New Zealand. This was accompanied by a targeted, local marketing campaign.

Best launch of a brand or product to create an

audience segment

NZ Herald Focus – Branding & Marketing Campaign Launch

ABOVE: Adshel & Outdoor Billboards

NZ Herald Focus – Branding & Marketing Campaign Launch

ABOVE: Online, social media and Brand Engagement exposure

NZ Herald Focus – Branding & Marketing Campaign Launch

Now you know.Why it happened. Why it matters. And what it means for you.

Watch the news where and when you want it at nzherald.co.nz

PRESENTED BY

Join Tony Veitch, Laura McGoldrick, Tristram Clayton and Niva Retimanu – Weekdays at midday and 4pm

ABOVE: Over-the-Page promotion on launch day on nzherald.co.nz – this played on the “Focus” concept moving the camera cross hairs around the page until it settled and focused on the digital ad. This then played and linked through to the NZ Herald Focus page.

ABOVE: Adshel, web ads & full page in-paper ad.

The objective of the NZ Herald Focus campaign was to push disruptive tactics with rich media executions such as nzherald.co.nz Over The Page (which drove 54% of marketing digital traffic to the Focus homepage), mobile blasts, targeted video, and a translucent 4-page newspaper wrap (the Herald’s first). Copies were also handed out to the public by our Brand Engagement teams. As a consequence we saw an 83% increase in audience week-on-week in the first month.

ABOVE: Transparent Wrap

NZ Herald Focus – Branding & Marketing Campaign Launch

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Nowyou

know.

PRESENTED BY

Join Tony Veitch, Laura McGoldrick,Tristram Clayton and Niva Retimanu

Weekdays at midday and 4pm

Why it happened. Why it matters.And what it means for you.

Watch today at nzherald.co.nz

ABOVE: Sequencial in-paper ads showcasing Herald journalists.