Project Overview

Developed a strategic campaign to engage and convert younger Consumer Reports subscribers who access product reviews online. The campaign differentiated CR from other sources by highlighting rigorous testing, unbiased recommendations, and consumer advocacy. Compelling storytelling, targeted messaging, and digital engagement demonstrated the tangible value of a subscription, reinforcing its trustworthiness for informed decision-making.
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My Contributions

Led a team developing a bold multi-channel 360° marketing campaign to engage and convert younger consumers into paying Consumer Reports subscribers. The campaign featured two high-impact 30-second ads on YouTube and Hulu’s CTV platforms, strategically crafted to capture attention in a crowded digital landscape. Recognizing the importance of free online reviews, the campaign highlighted Consumer Reports’ rigorous independent testing, unbiased recommendations, and consumer-first mission. Compelling storytelling, eye-catching visuals, and clear value messaging shifted perceptions, demonstrating why a Consumer Reports subscription is a worthwhile investment in smarter decision-making.