CNN+
Direct to Consumer
CNN+ is a standalone SVOD product designed as a distinct experience offering CNN Superfans, non-fiction enthusiasts, and digital news subscribers original programming, unique formats, and the ability to engage directly with content and talent to deepen their connection to news and information.
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My Role
Oversee the marketing efforts to help launch and promote CNN’s D2C streaming platform across various touch points. This included directing, managing a team of designers and work closely with our agency partners to help create the brand from ground up and to drive consistency and communication between various internal groups including product design, marketing and content design.
PROJECT SCOPE
BRAND STRATEGY
IDENTITY
MARKETING ASSETS
BRAND positioning
SMART +
entertaining
Clever
succinct
authentic
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VISUAL DIFFERENTIATOR
It was clear from the onset that CNN+ was nothing like it’s linear counterpart. To help drive that message across to our viewers visually we had to showcase our talents in different light so to speak. This was achieved through photography. We shot our talents with various fun props and backgrounds in a more casual setting that reflected their show’s general theme and vibe.
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BRAND IDENTITY
When establishing a brand voice it is more important than ever to start with a unified identity and design system. This process started with our logo. A primary brand
word mark paired with a custom plus symbol.
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BUILDING THE BRAND
ARMY
The primary creative that showcased the breadth and the depth of our talent pool. Both new and some others that were crossing over from our linear channel.
THREE PILLARS
Live. On Demand. Interactive
This creative was designed for placements with our product offering in mind.
The three ways the viewers could engage with the stories of our world. Catch new, live shows all day. Watch award winning, exclusive series and films anytime they want and interact with interviews as they happen.
…All in one place.
COVERFLOW
The creative that spoke to the breadth and depth of the content that was in the offering across live news and VOD. These were specifically used for to target our news and doc fans, as well as our CNN Superfans.
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BRAND COLLATERAL
Numerous collateral assets were created to generate excitement and curiosity amongst the viewers. Both digital and premiums.
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SUBSCRIBER
ENGAGEMENT EMAILS
Overarching email program goals were set to convert prospects to paying subscribers, drive engagement and viewership, decrease churn among at risk subscribers and winback lapsed subscribers.
This involved creating pre launch engagement emails, announcement emails and templates that could be automated for the full customer lifecycle.
