Readly launches new marketing campaign to shape brand identity

Readly has named German content marketing and PR group fischerAppelt as their new branding and creative agency and together have just launched a new marketing campaign.

Readly launches new marketing campaign to shape brand identity
Marie-Sophie von Bibra: “This campaign truly shows the value of Readly while also highlighting the brilliant work of publishers across the globe.”

The marketing campaign pushes the brand essence of the subscription service as an inexhaustible world of knowledge, information and entertainment, says Readly.

Readly has signed an agreement with fischerAppelt Group as their new PR, branding and creative agency. The aim of the integrated communication strategy is to achieve greater awareness and to sharpen the brand in the long term.

“We are very pleased to now be working with fischerAppelt in two strategically very relevant areas, both in communications and in the further development of our creative concepts. The decision to do this is based on the three goals we are pursuing: we want to establish our product category, we want to build our brand, and we want to generate user growth. With fischerAppelt, we want to combine experience, test new approaches, and position Readly holistically in the market. We have a lot planned and are looking forward to working together!” says Marie-Sophie von Bibra, Marketing Director at Readly.

The new brand campaign is being rolled out across a number of European markets, with focus on Germany, the UK and Sweden. It demonstrates the breadth and depth of 6300 titles on the Readly platform in an eye-catching way, showing contrasting and complementary paired covers, while also promoting the value of versatile reading.

“We have named the campaign theme “pairs - complements and contrasts”, because we know that our subscribers enjoy having access to newspaper content in the morning and food inspiration in the evening, politics on weekdays and celebrity news on weekends. Our users read it all and state in our research that they become more informed, curious and relaxed. This campaign truly shows the value of Readly while also highlighting the brilliant work of publishers across the globe,” continues Marie-Sophie von Bibra.

fischerAppelt Group has, together with its creative agency PUK Berlin, developed the concept and the creative idea. The digital campaign will initially run for five weeks in the core channels that Readly operates in, including paid social and search, digital TV, Youtube, influencers, podcasts and will be supported with additional PR activities. The goal is to drive sustainable subscriber growth as well as continuing to build out the brand positioning.

fischerAppelt chairman Matthias Wesselmann says: “Readly is an exciting brand where the depth and breadth of journalistic content creates exciting opportunities for PR and branding. We were able to translate this into our impact-driven approach, where every action pays off in long-term subscriptions. Using a mix of creative, data and technology, we achieve maximum impact and move Readly forward within a brand and product perception.”

You can find out more about Readly UK in our Publishing Services Directory.

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