The Sunday Times Social List

Will Handley, News International
Barney Ware, VCCP

Campaign details

Brand owner: News International
Agency: VCCP
Brand: The Sunday Times
Country: UK
Media budget (USD): Up to $500k
Channels used:Branded content, Email marketing, Events and experiential, Internet - microsites, widgets, Newspapers, Online video, Social media, Word of mouth and viral.

Executive summary

In 2010, in response to declining global newspaper revenues, the UK publisher News International ceased offering free online news at The Times and The Sunday Times. This prompted an outcry within the online community and negative conversations were rife.

To achieve business targets, the titles needed to rebuild relationships in the online space. The marketing challenge was to reverse negative sentiment and to generate positive conversation. The Sunday Times Rich List is the most powerful piece of content produced each year, and the challenge was to use it without giving away its content for free. The Sunday Times Social List was a new Rich List based on social wealth and users could sign up with their social networks to see where they ranked.