Good Things Come To Those Who Don’t Wait
In 2017, The Journal looked to encourage a younger, more diverse audience to pay for quality news. At the same time, with so much uncertainty in politics and the markets, people were more risk averse and willing to wait on their ambitions. “Good Things Come To Those Who Don’t Wait” was a campaign inspiring people to action, inspiring the leaders of tomorrow to buck the trend of “wait and see.” The campaign kicked off with “The Runner”, a film that aired nationwide on TV, cinema, social and online, and also lived through the line in content marketing, contextual OOH and ambient media, social, digital and print.
Interest in subscribing to WSJ increased by 126% and 80% of prospects who saw our campaign said they were more interested in reading or subscribing to WSJ. In the year of our campaign, the 18-34-year-old subscribers segment grew by more than 160% compared to the previous year.