Brief

It was a troublesome mandate for some. But, we saw GDPR as an opportunity to step change our brand and relationship strategy. To continue delivering world-class journalism that holds power to account we had to re-establish, and deepen, our relationship with readers based on transparency, mutual respect and choice.

Strategy

Rather than a feverish one month tactic, we developed a longer burn strategy. One that could carry a variety of messages for both existing and new readers, and then evolve with the learnings from three campaign phases and deepen engagement and continue post-GDPR.

Creative Solution

By treating the campaign like a brand strategy, we created comms that were very different from the competition: Creative that’d give our (typically very opinionated) audience a clear, transparent - but still very on-brand choice, linked to supporting The Guardian and the issues that they cared about.