Looking through our banner ad rates for April, we noticed that one had some tremendous numbers. Today’s post features Zondervan’s campaign for their new book Joni & Ken.
Zondervan ran these banners in two of our weekly newsletters: Marriage Partnership and Today’s Christian Woman. By sponsoring these newsletters, Zondervan reaped the benefits of our roadblock format. They were the sole advertiser in each email, which featured both a top and side banner, capturing the undivided attention of readers.
This campaign attained an exceptional number of impressions and high click-through rate. Their message particularly seemed to strike a cord with the subscribers of our marriage newletter, who were espescially responsive.
Why such an amazing response to this ad? We have a few ideas.
What it communicates:
Zondervan achieved an often elusive balance in this ad: being personal and showcasing the product. The backdrop of the ad presents the idea of two people’s story. The dark tones and classic, striking fonts suggest a romance—but one of strength and maturity (no bonnets or bridal veils here). The text lures subscribers with the promise of an untold story (picking up on the subtitle of the book), and the portrait puts flesh on that promise. Then, in the foreground we see the product, the manifestation of that story.
The ad offers a personal connection with the viewers through a prominent figure in the Christian world, Joni Eareckson Tada. Then the image of the book cover makes it obvious what exactly is being advertised: not a movie, conference, or article—a book. This ad connects readers to people and the product at the same time.
What it offers:
Zondervan’s call to action is inviting rather than demanding; it allows the viewer to enter the story. The audience member is not asked to “Buy Now” or “Learn More,” but is offered a gift: Read a Sample. It always pays to be generous with your audience.
Whom it reaches:
This well-placed ad was perfectly paired with its audience. Subscribers of these two newsletters are primarily female, married, and between the ages of 30 and 54. Zondervan knows that these are the kinds of readers who are interested in the story of a Christian marriage.
Congratulations on an outstanding campaign, Zondervan! Go shake some hands in Creative.
