Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Humor & Nostalgia Franchise
WomansWorld.com
This article kicked off a franchise concept centered on nostalgia and humor. Social data and traffic analysis told us that the Woman’s World (WW) audience, composed largely of Baby Boomers and Gen X, love a look back. Additionally, WW’s weekly print magazine featured an “It Happened This Week” sidebar in its FOB. To enhance alignment between print and digital subject matter and tones of voice, we used the print sidebar as a jumping off point for the larger online feature, and promoted it on WW social feeds with both engagement and traffic in mind. Though it didn’t perform as I’d hoped, it’s a prime example of strategic testing and iterating. In response to the franchise’s below target traffic, we iterated on the original idea, screen grabbing the print sidebar and posting it on WW’s Instagram stories. This pivot from site franchise to social franchise grew engagement among existing readers and increased reach and brand awareness via shareability.
