The Guardian: GDPR - Leave or Remain?

The Guardian, a British daily newspaper, encouraged its readers to opt in to its emails post-GDPR by rebuilding its preference centre and creating humorous communications.

Campaign details

Agency: OLIVER

Re-establish relationships with readers based on transparency, respect, choice and world-class journalism.

Strategy

Having broken the Cambridge Analytica story on consumer data misuse, The Guardian held itself to a higher standard than its competitors.

And with a diverse readership interacting via numerous platforms every day, a strategic approach was needed. This was developed across the full range of channels including the print edition, website, app, social media, direct marketing and email.

Driven by re-permissioned opt-ins and with the principles of data strategy at its heart, the campaign reflected reader choice post-GDPR. The initiative was led...

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