Wall Street Journal Student Marketing campaign
The Wall Street Journal has over 1,800 journalists (450 in Europe alone) working across the globe to deliver interesting and engaging content, covering all topical news from politics and economics, to sport and stardom. However, among the student market, there is a general misconception that the publication is only worthwhile reading if you are interested in the stock markets of America, making the Wall Street Journal, for many, a publication that falls to the bottom of the pile.
In the summer of 2014, the Wall Street Journal identified the UK student market as one they wanted to explore to generate new, long-term subscriptions. BAM has a track record of working with high profile publications to generate subscriptions, so was approached by the Wall Street Journal to help run a test campaign to determine whether there was demand for a student-specific deal on its digital package.
BAM was set the following campaign objectives:
- To help overcome student misconceptions of the Wall Street Journal
- To engage with students across the UK to raise brand awareness
- To help determine whether there is demand for a student-specific digital package