Gifs
No matter the season, a gif can help sell a story, subscription or an event. We used gifs in our email marketing after our research at McClatchy showed that gifs can increase email conversion rates.
Local campaigns
McClatchy focuses on local news, which can be difficult to present in a light-hearted way. The Gif format provided a way to share more nuanced stories through marketing.
Read Local had fans.
A print read local creative.
Theodore Roosevelt dancing was a President’s Day hit.
Creatures Stirring
I was promoted to Senior Manager of Creative of McClatchy the week of Halloween week in 2018. My first project was to concept and launch the holiday campaign under a tight deadline. I drew inspiration from the line “not a creature was stirring” in The Night Before Christmas to create whimsical gifs.
This was used in an email to promote the Thanksgiving newspaper – the biggest edition of the year.
These mice were waiting for their Black Friday deal.
This wreath was used for the print flash sale creative.
Do squirrels like hot cocoa? I think a better question is who doesn't like hot cocoa?
These bunnies were sleighing it in the creative for the 2018 holiday sale.
This creative was used in the charitable giving email where a donation was made to animal shelters when a subscription was purchased.
This creative highlighted McClatchy's recipe content with the copy: What's cooking with news?
These snow people were used in a thank you email to subscribers
This hedgehog was ringing in the new year and savings.
More gifs
Some of our creative wasn’t always part of a campaign. Still we used gifs to get the attention of our audience.
