Financial Times: Soft re-brand
The Financial Times' approach to selling themselves just wasn't getting it done. When they reached out for a fresh batch of social ads focused on group subscriptions, I thought it was the perfect time to push the envelope. I really wanted to position them as the anti-fake news and let people know they could trust the FT. The new flip on the old brand worked and was so successful they decided to use it going forward.
Social ads: sell persona
These ads were designed for the fine folks tasked with selling their investment firm's services to large investors. Subscriptions to outlets like the FT help them learn their prospect's business, create talking points and earn customer trust.
Social ads: buy persona
These ads are designed to target the buyers at investment firms who use the FT's unbiased news source to help them decide how to spend their clients' money.