Politiken

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Branding Campaign

69% of young people use social media as their primary news source. Politiken needed a stronger position with audiences under 30. We created a campaign based on the target group’s own photos, interests, and tone of voice – showing that Politiken reflects the full reality.

By using their analog images and referencing everything from “NFTs to LSD to LTF,” we built a strong connection to the audience. Hyperlocal outdoor placements with tailored copy for each neighborhood showed that Politiken gets young people – wherever they are.

• 53,8 % growth in young (Under30) subscribers during the run of the campaign.
• 60 % increase in daily young readers during the campaign period.
• 35 % of the target audience stated that Politiken was the most memorable media outlet during the run of the campaign.
• The desired amount of new subscriptions was reached by 102,5 % during the campaign.
• 1/3 labeled the campaign “very good” and was of the opinion that it positively affected their perception of the Politiken brand on all parameters.