FT Weekend Summer campaign
challenge.
The campaign set out to drive awareness and digital subscriptions among professional readers aged 30–50, running across the US and Hong Kong. A limited-time global offer was in place, so the creative needed to work hard to convert.
Summer is typically a slower period for regional acquisitions, which made it even more important to create something that would cut through and resonate.
The challenge was to:
— Position FT Weekend as an aspirational summer read while maintaining its premium feel
— Identify high-impact environments where affluent, time-poor professionals engage with media
— Build a phased approach that allowed us to test, learn and optimise as we scaled
solution.
I led the creative for the campaign end-to-end, with the team supporting rollout across channels.
We structured the campaign in two phases:
Phase 1: Testing and digital launch
— A/B tested multiple headlines across display to understand what resonated most
— Identified “Enjoy an inspiring weekend read” as the strongest performer
— Developed animated digital assets to build presence and drive engagement
Phase 2: OOH and brand activation
— Rolled out OOH across key locations in the US and Hong Kong, targeting affluent audiences
— Created a tailored landing page to support conversion with a clear offer
— Designed supporting brand activation assets to extend reach and reinforce the message
Throughout, I worked closely with stakeholders to ensure the creative stayed aligned with the objectives, as well as overseeing delivery to maintain consistency across all touchpoints.
challenge.
The campaign set out to drive awareness and digital subscriptions among professional readers aged 30–50, running across the US and Hong Kong. A limited-time global offer was in place, so the creative needed to work hard to convert.
Summer is typically a slower period for regional acquisitions, which made it even more important to create something that would cut through and resonate.
The challenge was to:
— Position FT Weekend as an aspirational summer read while maintaining its premium feel
— Identify high-impact environments where affluent, time-poor professionals engage with media
— Build a phased approach that allowed us to test, learn and optimise as we scaled
solution.
I led the creative for the campaign end-to-end, with the team supporting rollout across channels.
We structured the campaign in two phases:
Phase 1: Testing and digital launch
— A/B tested multiple headlines across display to understand what resonated most
— Identified “Enjoy an inspiring weekend read” as the strongest performer
— Developed animated digital assets to build presence and drive engagement
Phase 2: OOH and brand activation
— Rolled out OOH across key locations in the US and Hong Kong, targeting affluent audiences
— Created a tailored landing page to support conversion with a clear offer
— Designed supporting brand activation assets to extend reach and reinforce the message
Throughout, I worked closely with stakeholders to ensure the creative stayed aligned with the objectives, as well as overseeing delivery to maintain consistency across all touchpoints.
