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Firstpost Newspaper: The Last Word in News Analysis

Network18 Media and Investments Ltd. launched its newspaper, Firstpost, to enhance content credibility and reach a new market segment. The campaign aimed to position Firstpost as a source of in-depth news analysis and offer a fresh perspective to readers. Through a series of multi-channel executions, including TV, print, digital, radio, cinema, OOH, and on-ground activities, the campaign successfully generated brand awareness and significant subscriber growth in Delhi and Mumbai. The messaging focused on showcasing how Firstpost provides carefully researched, unbiased news coverage, breaking away from the trend of quick news blasts. The campaign not only met its marketing objectives of driving awareness and subscriptions but also fostered a deeper engagement with readers seeking quality journalism.

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Firstpost Newspaper: The Last Word in News Analysis

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  1. CAMPAIGN BRIEF • Network18 Media and Investments Ltd. launched its first ever newspaper Firstpost an extension to its online news portal Firstpost.com • One of the objective behind this launch was to add heft and a longer shelf life to the content that we offer online • Firstpost.com is known for its category topping scores in terms of reader engagement, but owing to the higher credibility of print and a medium to offer news from a different perspective

  2. CHALLENGES • Platform shift from Digital to print • To penetrate in a market, that is not used to reading long format articles • To have Firstpost supplement existing newspapers in the market

  3. OBJECTIVES • To take advantage of the credibility of print, and aid in acquisition of readers • To tap to the needs of those who still feel the need to read newspapers than surfing news online • To offer quality content with credible Journalism • To answer the why’s of readers • Extend the FP Brand Narrative

  4. IDEAS/SOLUTIONS/INNOVATION OF THE CAMPAIGN • The idea behind the campaign was to position the brand as a newspaper that has last word on the week’s news • To iterate on the brand ideology of not rushing into breaking news and instead giving a carefully researched analysis on the happenings of the week • Where all other leading dailies are in a rush to break news, we thought of breaking the clutter and give a ringside view on topics that are relevant and matter to the nation

  5. EXECUTION OF THE CAMPAIGN • TV- TVC, Tickers, Anchor mention • Print- Ads in Mint, Impact, Forbes and Firstpost • Digital- Banners on India Express, TVC playout on twitter, Facebook • Radio- Spots on Ishq FM, Rj Mentions • Cinema- Static Ad spots and TVC playouts in selected INOX and PVR theatres in Delhi and Mumbai • OOH Activities- Airport kiosk activity, Playouts on Airport screens • Outdoor Activity- • Delhi- Outdoor branding in Cyber Hub, Cyber City, Ambience Mall, and 6 other prime locations • Mumbai-40 prime locations like Sea link, Bandra, Prabha Devi • On-Ground activities- Kiosks with engagement activities like Wheel of fortune both in delhi and Mumbai • Partnerships- UTBT, META, FICCI FRAMES • The Big Launch- IBLA by chief guest like Mr. ArunJaitley, Mr. Suresh Prabhu, Mr. DavindraFadnavis, Mr. Piyush Goyal • Internal and Trade Branding

  6. Results of the Campaign • The extensive campaign led to Firstpost having 12,069 subscribers both in Delhi and Mumbai • Line copies- 10,300

  7. Content of the Campaign • The idea of Firstpost being “The Last Word in News” was communicated through our print ads. The messaging in all the ads revolved around showcasing how Journalism today is all about breaking the news first and not devoting enough time to what the story is. While Firstpost will be about presenting news that is carefully analysed, researched. It will offer a 360 degree unbiased view on anything and everything that is relevant

  8. OBJECTIVES. MARKETING OBJECTIVE • To generate awareness and drive trial for the brand resulting in to awareness and subscription • Grow the subscription base by +50% through Online & Offline marketing in Delhi and Mumbai. Currently, the paid subscription in total is around 11,716 in total (Mumbai 1,216 + Delhi 10,500) COMMUNICATION OBJECTIVE • To position it as the unconventional newspaper which travels the less travelled path to dig in deeper • Increase brand awareness and conversations

  9. FIN.

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