NY Times Ads

Situation

Grey Goose wanted to do something special for the holidays. Knowing that their target demographic includes avid New York Times readers and that iPad sales were surging, Grey Goose became one of three exclusive advertisers for the NYTimes iPad Edition during the holiday season. They hired Maverick Digital to mastermind the digital aspect of the ad campaign—and amplify its impact.

Solution

We knew that the New York Times is one of the most authoritative news sources among influencers, and that the iPad application is used by over 200,000 Americans daily on over 500,000 mobile devices.

In partnership with Grey Goose, we developed a creative concept that involved developing a collection of 16 exclusive holiday cocktails. The cocktails would be partially accessible in display ads, generating interest and driving traffic to an iPad-optimized mobile website. There, consumers could access and share all the cocktails.

This was a big-budget project with a huge reach. We knew we had to get it right—so we started with stunning cocktail photography and a clean, sophisticated look. We built our strategy around the idea that customers would be hungry for hints and tips to help them entertain over the holidays. And the strategy paid off.

Results

The Grey Goose campaign was the most successful of all NYTimes iPad advertising campaigns since its launch in 2010—with a very high rate of engagement. Statistics include:

• Over 4.5 million total impressions.
• 5% engagement for half-page ads.
• 16.4% engagement for full-page ads.
• 160k+ total ad engagements with over 87k Click Throughs