Aftenposten: Get the Big Picture

Focus on the value of the content, rather than the value of the free trial, helped the Norwegian newspaper Aftenposten drive subscriptions.

Agency: TRY

Product Description

Aftenposten is Norway's largest printed newspaper by circulation, but the numbers are in decline. Aftenposten are actively challenging this, and their goal was to match the results of their previous campaign, which had generated all-time high results:

  • 38,000 trial readers.
  • 6,000 paid-up subscriptions as a result of the campaign.

The campaign had two target groups:

  • New, potential subscribers.
  • Former subscribers and others who had granted Aftenposten permission to send them information.

Objective of the Campaign

Aftenposten wanted to recruit more paying subscribers in an increasingly challenging news media market where news is largely distributed free....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands