Wilson Fletcher

NZ Herald

A new entry point for New Zealand’s premier national news website

The NZ Herald is New Zealand’s only national newspaper, a premium broadsheet that was moving to a new compact format. Our task was to redesign the Herald Online to bring it inline with the print edition’s bold new design while improving key audience and commercial metrics. We created an award winning, dynamic, multi-media led digital edition that delivered a 32% increase in audience and improved revenue growth.

Studios
  • Sydney
  • Auckland
  • London
Duration
6 Weeks

Driving repeat engagement

With Stuff and TVNZ.co.nz catering to lighter news snacking behaviours, we wanted to capitalise on the Herald’s reputation for editorial excellence by setting a new standard for multimedia and breaking news coverage and delivering a product that readers of all persuasions would love.

The redesign needed to drive audience engagement and deliver increased relevance to a broad audience so we knew the homepage would need to reflect the views of the Herald community and drive engagement with it. We integrated a social news module (which also pulls in posts from Twitter) was designed to provide a launchpad for the new NZHerald social reader for Facebook - a first for the New Zealand market.

"Ultimately what we are providing is even more ways for our readers to engage with our content and have their say. We couldn’t be happier with the outcomes and although Wilson Fletcher’s methods were all new to us, we’ve all become true advocates of their ways of working."

SPENCER BAILEY, General Manager - APN Digital Media

A new commercial strategy

In an environment where Facebook was selling inventory for 80c CPM, it was essential to emphasise the quality of both product and audience to drive confidence in the Herald’s premium advertising rates. We integrated a few select, high impact ad units (standard formats to minimise create costs for advertisers) within a cleaner, less cluttered layout with a stronger visual hierarchy and gave premium, high visibility placement to the billboard unit over more intrusive creative formats for its combination of full rich media interactivity and proven ability to deliver high user engagement