The Guardian: Hope is power

The Guardian, a British newspaper, launched its campaign Hope is Power with the target of reaching two million paying supporters by 2022.

Campaign details

Brand: The GuardianAdvertiser: Guardian Media GroupAgency: PHD Media, UncommonCountry: UK

Campaign Overview

Hope is power

The Guardian reaches millions of readers daily. Yet only 2% of them support the publication financially. The business set itself an ambitious target: reach two million paying supporters by 2022.

Strategy

The brief was to create an emotional, rallying campaign to drive brand affinity and increase the likelihood of support. An equation guided the brand's campaign strategy:

Regularity + Affinity = Support

Rather than chasing after new audiences, the key ambition was to drive affinity...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands