CRIKEY - SUBSCRIBER DRIVE

I helped indpendent media outlet Crikey secure a significant grant from the Facebook Journalism Project in 2019. The mission of the Facebook Journalism Project is to support organisations that are building community through local news. After the proposal was accepted I was then invited to join the Crikey team to attend conferences at Sydney Facebook headquarters, connecting with industry leading digital experts from reknowned media organisations to help develop a new digital subscriber drive for Crikey.

We A/B tested multiple ideas throughout a 3 month period from created daring new messaging, stripped back branding, pulled down the paywall, pushed stories through social media first, made re-targetting decisions based on thematic content and provided closer connections to our journalists by getting them to engage with our community directly.

Our major 2 months free campaign increased paid subscriptions by 480% over a 3 month period.