Brief: To create emboldening copy for simple yet effective, word-based, eye-catching adverts that would be displayed on the African Business website when the page was being viewed by casual readers who were not subscribers, to encourage them to take out an African Business subscription to continue reading the content.
Creative Process: I clearly defined:
a) What goal I was trying to achieve through my copy, i.e. encouraging casual readers who clearly had an interest in our content to take the next step and subscribe to African Business.
b) Who my intended audience was – casual readers who visited the site and scrolled through content, and clicked on articles that interested them, only to be met by the paywall.
c) How these casual readers with their varied interests and motivations would benefit from a subscription and what they would gain.
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 used snappy, engaging phrases telling my audience who the African Business content would appeal to and leading them to want to obtain that knowledge also.
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 7.49% from the ad to the African Business subscriptions page.
My ads in situ on the African Business website:
My ads:
