Heavy Metal Magazine - New Subscriptions Campaign
Challenge
Heavy Metal has been publishing the best illustrated magazine in the world for the last 50 years and, but the world of magazines and subscription has been slowly fading. We needed a comperhensive marketing strategy and media planning for B2C eCommerce campaigns to activate existing and bring new Heavy Metal subscribers.
Insight
Both Gen Z and previous generations are embracing more friction in how they interact with art and where they engage with stories, driven by the social media overconsumption and algorithm-driven “content”. That’s why the leitmotif and the single-minded proposition of the campaign was the tangible nature of old-school magazine-reading experience and the long history of Heavy Metal Magazine as the source of forbidden, challenging, pulpy yet gorgeous artwork.
Implementation
New magazine issues with the different cover variants were the heroes of the campaign. We produced static and animated banners for social and programmatic campaigns, as well as 6”, 10”, and 15” spots for Reels, TikToks, and YouTube Shorts. Additional activities included email activation campaigns, re-engagement campaigns, and additional touchpoints for lapsed subscribers. Materials created in Poland were shown in the US. Campaign resulted in +60% net new magazine subscribers.