Amplify
Client
Reveal
Services
Research Product Design Development
Industries
Journalism
We conducted user research to define our design target and learned listeners often do additional research into stories that interest them. This led to the insight that Reveal had exclusive content that we could use as the hook for deeper interactions. Our early prototypes proved listeners were hungry for an intimate connection to the show creators. The first campaign opened with Reveal’s host sending a selfie to users. To our delight, people sent us their own selfies in response - unsolicited. This behavior underscored the intimacy and interaction potential of the platform. One key tactic was keeping the writing style extremely brief and informal. Emojis were a great tool in the arsenal.
Later campaigns moved beyond static content, and were connected to databases and applications supporting more complex interactions. One campaign ran with a story on modern-day redlining. Users could enter any street address in the U.S., and receive findings from the investigation showing which banks in that area had a history of racial bias in lending. The campaign also prompts users to share their experiences in return, resulting in a database with thousands of user anecdotes reporters could plumb for new story ideas. Amplify has become Reveal's highest converting engagement platform. Over 15K users used the platform, and we sent over 140K messages in the first year. Amplify received the Edgar R. Murrow award for Excellence in Innovation.