Digital campaigns for e-commerce
Creativity for ABC newspaper’s subscription
Since the implementation of the paywall for ABC newspaper content, I have managed various promotional campaigns to encourage digital subscriptions. This work includes creating and developing the digital campaign in full: from receiving the briefing and defining the visual concept, to producing and approving the graphic master. I also ensure efficient adaptation to multiple formats, including display, social media, email, newsletter and landing page
Client
ABC Premium
Date
2022-2025
My Role
Creative proposals and graphic tests · Development of the visual master · Adaptation to different formats
ABC Premium is the the ABC newspaper’s digital subscription service, offering unlimited access to all content on its website and app, as well as exclusive benefits: comment on news and discounts through the ABC Premium Club; enjoy access to digital versions of magazines and supplements, the newspaper archive, and the ability to use multiple devices
The creative process
I developed the creative proposals based on the marketing team’s promotional idea.
This could involve cross-selling with another related brand, or it could be a one-off promotion tailored to a specific time of year. I often used AI (Adobe Firefly) to define the visual master.
I then coordinated the review and approval process with the relevant teams.
Subsequently, I adapted the creative concept for the following formats: display, social media, email campaigns, editorial newsletters, and the corresponding landing page. I also ensured visual consistency, optimised each format, and met the established deadlines.
Examples of campaigns
Cross-selling promotional campaign with Nextory, an e-book and audiobook platform:
Promotional campaign on the contents of the world of bullfighting offered by ABC:
A cross-selling promotional campaign with Atresplayer, Atresmedia’s streaming platform, which is accessible via a paid subscription:
Promotional campaign for Valentine’s Day, based around the slogan ‘Passion for information’:
A cross-selling campaign with One Toro, a subscription television platform specialising in bullfighting:
A Three Kings promotional campaign offering a special Christmas price:
emailing templates
I was also responsible for designing email templates for ABC. This modular design allowed the marketing team to customise each mailing according to their communication needs. In terms of design, we provided the header image to ensure consistency across the entire promotional campaign