Brief: To create emboldening copy that would sit alongside attractive visual elements to create eye-catching adverts that, when displayed on our partner CNN’s website, and would incentivise clicks to African Business’s website and content, and subscriptions to its digital and/or print product, and promote African Business’s latest exclusive dossier, Road to COP28.
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 and click-throughs to Road to COP28.
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 and what they would gain from reading the Road to COP28 dossier.
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. I am particularly proud of my “For Movers and Shakers” GIF ad, whose letters moved around the square box of the ad.
Success: An average click-through rate of 9.92% from the BBC page to the African Business subscriptions page, and a 33.2% increase in African Business subscriptions compared to before the ads’ placement. A 6.7% click-through rate to the Road to COP28 dossier from the ad.
My ads in situ:
