FT Edit product awareness campaign
challenge.
FT Edit is the Financial Times’ curated app, offering eight selected articles a day in a more streamlined, accessible format. At launch, the challenge was to build awareness and introduce the product to a broader audience, making its simplicity and affordability clear.
We needed to position FT Edit as the antidote to information overload, especially for time-poor readers who still want high-quality journalism without the noise. The focus was on driving downloads through a performance-led, multi-channel campaign.
The challenge was to:
— Clearly communicate the value of FT Edit to busy, digitally native readers
— Differentiate it from other news apps and subscriptions
— Adapt messaging across markets and platforms to maximise performance
The Financial Times’ New Agenda initiative addresses global challenges such as climate change, inequality and geopolitical tensions. It offers insights for governments, businesses and individuals. Covering a wide range of topics, it promotes responsible economic behaviour by equipping readers with the knowledge to make informed decisions. The main challenge was to raise global awareness and drive conversions.
solution.
I led the creative development of the campaign, ensuring the design and messaging worked together to make FT Edit feel simple, useful and easy to adopt.
The campaign ran across ASA, DV360, Performance Max and Google Discovery, supported by in-house print and display.
— The creative kept FT Edit front and centre, showcasing the interface and key features in a clear, focused way
— Messaging such as “8 daily in-depth stories”, “Big ideas, small price” and “Try the new FT Edit” was tested and optimised across UK and US markets to drive performance
Developed a dual creative approach for brand and performance, delivering a consistent system across all channels and markets.
1. Awareness (brand-led design, “Make Sense of It All”)
— Positioned the FT as an essential guide for business leaders navigating global challenges
— Messaging resonated with professionals who are curious, ambitious and value independent journalism
