America's favorite celebrity news magazine, People, was struggling to connect with readers in a media landscape inundated with flashy celebrity headlines and easy-to-access online content. So we reminded consumers why they fell in love with the brand in the first place: intimate details they couldn’t get anywhere else.
To keep the campaign current, we created social media posts that promoted the details found only in this week’s issue.
They say the devil is in the details. Apparently, so is the profit. The campaign exceeded every benchmark, increasing sales in a time when the rest of the publishing industry was in steady decline.