CNN Echo: Increasing engagement among Gen Z
Project overview
CNN, a 44‑year‑old global media giant reaching over 200 countries, has been experiencing a disconnect with Gen Z, who are less engaged and informed through traditional news formats.
Leveraging the 2024 presidential elections, we adopted political literacy as our engagement strategy and introduced Echo, a new product segment under the CNN brand. Echo empowers youth to discover their political voice by interacting with quizzes, multimodal news and participating in events that allow them to make a meaningful impact on the issues they care most about.
This initiative aimed to increase engagement rates among the young audience by addressing their unique preferences and desire for in-depth information while fostering a deeper connection with CNN.
Our project was honored with the Community Recipient Award for social innovation and received a $10,000 prize. Eager to test Echo's engagement strategy in the real world, we launched sponsored ad campaigns and in 3 days we received:
