Brief: To create emboldening copy that would sit alongside attractive visual elements to create eye-catching adverts that, when displayed on our partner Euro News’s website, would incentivise clicks to African Business’s website, and subscriptions to its digital and/or print product.
Creative Process: I clearly defined:
a) What goal I was trying to achieve through my copy, i.e. increased subscriptions and increased traffic to the African Business website
b) Who my intended audience was – the principal audiences of our partner websites, similar to African Business’s own audience, with individuals ranging from investment professionals, to undergraduate students, to those who like to challenge the status quo
c) How all these potential readers with their varied interests and motivations would benefit from a subscription.
d) How my copy would work alongside the digital design to create an engaging digital ad.
I dedicated time to creating clever, engaging, and snappy ad copy that would complement the images of our products which formed the ad visual.
I then worked alongside the art and graphic design department, who created the images and digital design, to create the finished product.
Success: An average click-through rate of 10.21% across Euro News / Africa News and a 33.2% increase in African Business subscriptions compared to before the ads’ placement.
