Washington Post: Voraciously
Project Overview
Situation
The Washington Post needed to expand and differentiate their award-winning food coverage beyond print and local, attract new, younger audiences and convert them to subscribers while driving incremental revenue.
Task
Built a new vertical that is attractive to both a B2B and B2C audiences that cannot be found on other sites.
Action
Leveraged the Product team, News team and Ad Sales teams to gain insights about what resonates. A/B test names, designs, voice, tools and features in discovery to ensure we were building the best possible solution. Went to market with a strong Instagram and newsletter strategy to meet audiences where they are.
Result
Voraciously launched as a photo and video heavy section created for a novice cook who likely needs an understanding on kitchen must-haves to build their confidence. This beautiful vertical appealed not only to new and younger audiences, but also advertisers that needed to reach those audiences in a brand safe environment. A launch partner was secured for the new section pre-launch.