Architectural Digest
2019
ROLE Creative Director
VIDEO EDITOR Sean O’Connor
MOTION DESIGNER Johnny Sciortino
EDITORIAL DIRECTOR Keith Pollock
Overview
The editors at Architectural Digest (AD) noticed there was a real need in the market for industry professionals to get tricks of the trade, archival content and access to in-depth reporting for a shared community of professionals. As they moved forward with building the content and platform, I helped conceive and lead the execution of creative marketing to launch this members-only digital resource.
Subscriber benefits
An annual membership costs $240, so with this price we had to really showcase the value to professionals. We presented this as an exclusive community with tons of utilities and features—archives, trend reports, business guidance, exclusive content, events—to differentiate from the current Architectural Digest magazine offerings.
AD PRO landing page
Testimonials from design industry leaders
Social activation
We went deep with social media ads to drive traffic to the site. After extensive user research, we found that the two most appealing features were the AD archives and trend reports. So we leaned heavily into those areas trying a variety of static and motion ads, on platforms that the design audience frequents like Instagram and Pinterest.
Instagram carousel ad promoting trend report
Video ad promoting the archive
Results
As word spread around the industry and the product grew with content and features—we saw steady month over month growth and increased conversion from the landing page.
