Advertising / Digital / Print

AJ Bell

‘Hello Digital’ Campaign for Shares magazine

Back to Work

The brief

AJ Bell, owners of the financial media brand Shares, approached PowWow to help with a new subscription campaign… But with a twist. Shares were stopping the print version of the magazine and moving to digital only. The key goal was to minimise the loss of subscribers on their migration from print to digital, whilst maintaining the brand’s essence, hitting subscriber targets and appealing to newcomer investors.

The solution

Using carefully crafted marketing collateral to support the magazine’s evolution to a digital magazine, we created a suite of online banners, print ads, landing pages and an inter-loop that gave current subscribers all the information they needed for the move. The emphasis being the simplicity and ease of the new digital format plus the additional value added by having a 24/7 hub of stats and information to make on the go financial investments.


Direct Mail | Print & online advertising | Event marketing


As the campaign has grown and developed so has the thinking behind how we deliver the message, and in turn we have created a new character to help tell the story. By bringing a character to life we are giving customers a trusted partner who can support them as they navigate their way through news, funds, investments and share prices.

The result

“We have been delighted with the results. The campaign helped us to achieve subscription retention levels of 96%. We are continuing to work with PowWow team on digital marketing, videos and a whole host of marketing material for the digital magazine.”

Mike Boydell, Managing Director | AJ Bell Media Ltd

Want to know more?

T: +44 (0)203 714 4170
2-6 Boundry Row, London SE1 8HP

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