Print-to-Digital Conversion
Goal: Use readers' connection to content as a driver to continued engagement online.
Roles
Magazine cover art direction
Digital activation creative direction
For the "failure" issue we made the cover look misprinted with "F+" prominently featured, taking the chance that readers would enjoy the irony of the bold visuals and connect with its implications.
A CTA in the magazine encouraged readers to share their experiences of failure and triumph on social media, generating increased engagement and user-created content.
Share and shoutout contributors in additional social media posts and in email newsletters—encouraging continued engagement on the web.
Inclusion fosters engagement
Transforming content consumers into content creators
Utilize all available channels—print, social, email, + web.
Create clear CTAs with easy actions the consumer wants to do.
Highlight new content and publicly recognize contributors.
Elevate and repeat this engagement cycle.