Plugging Britain's News Knowledge Gap

building brand awareness for The Week Junior

The Brief

The Week Junior breaks-down news and current affairs for younger readers.

Taylor Herring were tasked in driving awareness of the brand in the run up to Christmas.

The Idea

Our research identified the knowledge gaps in current affairs amongst UK adults.

We then created a series of videos on key topics dominating the news agenda and engaged readers to explain these complex topics in user-friendly fashion.

The content was supplied to news media and also deployed across The Week's various social channels.

Outcome

The story tapped into the zeitgeist landing widespread coverage in key media and achieving over 300 million OTS in the first week alone.

Website traffic rocketed, while searches for The Week Junior online  - surged.