The Journal Collection
AGENCY: THE & PARTNERSHIP | COPYWRITER: GWEN TAN
The Wall Street Journal launched The Journal Collection, an e-commerce site selling luxurious, well-designed products targeted at WSJ readers and the ambitious crowd.
Challenge: How do we get people to spend more money on (typically affordable) everyday products such as pens, notebooks and desk accessories?
The Creative Idea: Establish an aspirational brand voice that makes our target audience (entrepreneurs, creatives and executives) feel they need these accessories to be successful at work and in business. I wrote The Journal Collection's print ads and emails sent out to WSJ subscribers regularly.
Fun Facts/Data:
Emails were sent to over 704, 000 WSJ readers who signed up for the mailing list.
Total sales for 2017 brought in over $200,000 with an average order value of $97. It was the highest sales since its launch in 2016.
Digital banner on WSJ.com
2017 holiday email sent out to WSJ subscribers in an engaging content style — featuring the Journal Collection's most giftable products. This creative ad raked in at least $21,294 in sales for the month of December, making it the highest sales month.
