PROBLEM
NYT Games had a vision to launch a Year in Review campaign to honor users and their achievements in 2022. Unfortunately, due to legal constraints, we faced challenges in incorporating personal information, making it considerably more difficult to execute the campaign. The absence of personalization presented us with a new challenge: "How can we make these facts relevant and engaging for people?"
SOLUTION
We combined facts with gameplay tips, framing them in a manner that, although not personalized to each individual, offers delightful and unexpected insights (like trivia!). Our aim was to entice people to either continue to play or be part of these stats and join the Games community.
3x Designers
My role: Designer
2x Copywriters
THE CREATIVE TEAM
Art Director
RESULTS
Successful audience segmentation, with specific subject lines and CTA's for each
CTR 26% above engagement goal
Significant increase in overall gameplay volume
DESKTOP
MOBILE
THE NEW YORK TIMES / 2022
NYT GAMES 2022 REPLAY
As 2022 draws to a close, NYT Games aims to increase engagement and deepen the bond between subscribers by taking a look back at all the exciting moments that unfolded within its community. Introducing 2022 Replay – an concept that revives highlights from 2022, featuring insights, tips, statistics, and the sheer joy of playing – all with clear call to join the fun.
MARKETING SOCIAL EMAIL ADS LAYOUT ANIMATION
SOCIAL
CAROUSEL
VIDEO
