The Huffington Post:
Lifestyle portfolio content design
Consumers associated the HuffPost brand with news and politics. “Everything else” was put into a low-trafficked section called “Living” that was hard to navigate, hampering brand extensions into new verticals.
Business challenge
The same people reading HuffPost news and politics voraciously were also individually burnt out and in need of better wellness, balance and health. And, in fact, claimed those skills were intrinsic to getting ahead.
Core creative idea/insight
● Health/wellness content category audit
● Recruited “medical board” of top doctors
● Recruited big-name authors, celebrities, and experts to blog
around themes of 1) sleep 2) unplug & recharge 3) unitasking
and 4) finding your higher purpose
● Established team of reporters and editors
● Brand activations at strategic events like RNC/DNC
Strategic approach
Created and launched HuffPost Healthy Living taking it from zero to 9MM uniques and 80MM page views per month within the first year. Drew in $1MM+ branded content/native advertising packages. Doubled SEO traffic year over year. Ideas and content incubated in HuffPost Healthy Living are now cornerstone tenets of Arianna Huffington’s Thrive Global business.
Results
