The Scotsman’s readership was shrinking – they needed to appeal to a new, younger audience.
The Challenge? Being conservative, old fashioned and non-representative of this millenial audience.
Scotland has changed dramatically over the last few years. People have a lot to say about their identity and politics. We used The Scotsman’s love of words and Scottish street poet Billy Letford to create ‘Louder’ – narrated by David Tennant – which encapsulated the new energy flooding through the country and positioned The Scotsman as the place to stay informed.
Louder trended on twitter.
From YOY declining sales, circulation increased by 1.4%.
Unique visitors to The Scotsman website increased by 4.9% post campaign.