Buzzfeed News
Developing the Membership Proposition for Buzzfeed News
(Digital Strategy)
I led the Membership Strategy for Buzzfeed News. Fuelled by audience insight and competitor research, the project culminated in a workshop with its Editor-in-Chief. The news provider launched the membership product, to secure ongoing revenue for their reporting — leading to media pick up in outlets including TechCrunch.
Comprehensive analysis was conducted around the landscape, audience attitudes and using syndicated market research to define baseline insight that was further tested directly with audiences. Insights culminated in a hands-on workshop with Buzzfeed staff, to land upon the final membership product which is now live.