Objectives

• The goal was to boost engagement by providing digestible insights in a visually compelling manner and to showcase our meaningful research on the COVID-19 pandemic. It was also an opportunity to highlight the excellent work of our data-visualization editors that sometimes gets buried within the text of their host articles.

Strategy and Execution

Our strategy was to offer subscribers a reliable, daily product that would offer them smart insights on issues that matter, and to give them a path to dive deeper on data. Though McKinsey isn’t a news organization, the product is timely and consistent, much like what a news organization would offer its readers, and it bolsters our position as a leading source for insights on COVID-19. 

Results

Since the page’s launch in May 2020, it has driven more than 1 million page views to McKinsey.com. It has been one of our most popular pages this year. 

Media