THE NEW YORKER, 2024
Through extensive conversations across The New Yorker organization, a consistent brand stereotype emerged. The New Yorker was perceived as attracting only a high-brow, older demographic. Yet, the brand's true ethos is far more than just that.
The New Yorker has an incredibly expansive roster of programming, from podcasts and short-form documentaries to captivating articles and cartoons, each appealing to a diverse, contemporary audience. It's not just for “old people” (or so many think…and I’m guilty of that thought too.) it’s rich in pop culture, humor, and extensively-vetted recommendations. Our mission was to dismantle this perception to bring in a larger, younger audience, specifically targeting the 35-45 demographic.
Pulling in over 150K impressions in just 10 days (and during a holiday break!), the social ad creative drove substantial traffic to the microsite. This initial excitement showed us the ads truly resonated, proving that The New Yorker's witty, curious, and humorous tone hit home for a wider reach. More importantly, this personalized approach of the generator boosted newsletter sign-ups by 700% compared to our standard lead-gen campaign.
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Our strategy centered on the idea that to captivate new audiences, you have to offer both discovery and personalization.
Building on the way social algorithms now tailor content to individual tastes, we created a custom content generator housed within a dedicated microsite. The experience introduced new audiences to the full breadth of The New Yorker’s world — far beyond its reputation for just “news.” From podcasts and short-form documentaries to cultural essays, cartoons, and highly curated recommendations, the microsite showcased the brand’s distinct voice: intelligent, witty, and unexpectedly current.
Working with our partners at CEROS and illustrator Rose Wang, I oversaw the design and build of the site, ensuring every detail reflected The New Yorker’s charm and sophistication. To bring the experience to life, Rose and I developed a suite of playful illustrations paired with the generator’s personalized content. To extend their impact (and make the most of our budget), we integrated the illustrations across all social ad creatives — creating a cohesive, visually unified journey that echoed the brand’s playful sensibility.
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