Case Study
A membership campaign as unique as the audience_
The Spinoff
-3.jpg&w=3840&q=75)
Overview
Inviting New Zealanders to find and fund the journalism they're most invested in, all by data-mapping specific member interests.
Challenge
In an increasingly fragile media landscape, sustaining independent journalism has become more complex than ever.
Despite a loyal and highly-engaged readership, only a small fraction of The Spinoff’s audience were paying members. To remain sustainable, The Spinoff needed to double monthly membership subscriptions within the year. The challenge was to encourage readers to fund the journalism they value the most.
Solution
Daylight created Find Your Corner of The Spinoff, a national campaign built on the insight that everyone has their unique reasons to love The Spinoff.
Drawing on real audience data, we charted and mapped the stories, topics, and cultural moments readers engaged with the most. Each ‘compass’ featured a real member, photographed by Jake Dennis, alongside their data-informed map of interests. Find Your Corner reimagines membership as a way to champion and nurture the stories that shape Aotearoa.
Services
Campaign concepting
Campaign development
Graphic design
Motion design
Film & photography
Social content
.png&w=3840&q=75)
.png&w=3840&q=75)
.png&w=3840&q=75)
.png&w=3840&q=75)