Mail On
Sunday
The Mail on Sunday wanted to increase male readership through the successful launch on a new football supplement, Football On Sunday. Working with Progress we developed a campaign that targeted the huge number of football fans that didn't make it to the terraces every Saturday but whose banter was just as good as anyone there. The campaign let the fans write the headlines the way they wanted to read them, and then send them on to their mates. It spread like wildfire across the web (especially the fan sites) with over 2M users engaged and it resulted in a directly attributable 3% uplift in sales.
