This campaign aimed to reinforce El Confidencial’s role as an independent newspaper by showcasing the stories behind journalism. Through weekly video releases, we invited readers to discover how our journalists investigate, report, and defend press freedom.
We designed a landing page as the campaign’s main hub. Users could subscribe and access exclusive behind‑the‑scenes videos where journalists explained their investigative process and the challenges of reporting truthfully.
Two versions of the landing were created: one featuring longer videos and a detailed pricing block, and another with shorter, vertical video content and a simplified offer layout.
This allowed us to test visual hierarchy and conversion effectiveness.
New videos were unlocked each week, encouraging repeated visits and sustained engagement. This episodic structure helped strengthen the connection between readers and the newsroom.
The campaign extended beyond the landing page through coordinated banners, email marketing, and social media assets — all reinforcing the same narrative: support independent journalism.
