The Financial Times (FT) is a well-established premium provider of global financial news and insights, and in the past 12 months they have set themselves very challenging year-on-year growth targets.
The Avatar campaign is phase 2 of a successful initiative: Project Pink. Phase 1 of this initiative (On the Pulse) was to raise engagement, product consideration and ultimately conversion rates within the UK. The strategic approach was such a success that it's now being rolled out on a global scale into North America and APAC with Phase 2: Avatar.
One of the FT's key objectives for 2014 was to increase their product consideration and awareness to grow their subscription volumes by tapping into a market segment they had yet to target: the younger, tech-savvy audience - this time on a more global scale.