The Challenge
Tasked with elevating two premium campaigns under high-pressure timelines, I was responsible for integrating seamless native advertising experiences into The Australian’s digital ecosystem. This included promoting post-COVID travel destinations and driving dining engagement for AMEX during a time when 41% of Australians were cutting back on dining out.

Both briefs demanded strategic insight, technical precision, and stakeholder coordination, balancing brand objectives with editorial integrity and user experience.

The Strategy & Execution
I led the end-to-end process, from concept to deployment, focusing on:

• Premium editorial microsite design with interactive features (e.g., scrollable galleries, responsive layout) to elevate content engagement.

• Tailored native articles within The Australian’s trusted digital channels to promote AMEX’s Delicious Month Out campaign.

• Integration of click-through pathways to AMEX landing pages to ensure a frictionless user journey.

• Omnichannel rollout, including digital display, high-impact print, social video, and branded content.
  

The Outcome
The campaigns exceeded KPIs and industry benchmarks:

• 35,000+ page views on a single article - 22% above target.

• Average read time: 3 min 28 sec, outperforming the industry benchmark of 2:47.

• +157% message association uplift, best ever for any News Corp sponsorship.

• +36% increase in dining at participating venues.

• +57% uplift in AMEX credit card intention.

• $14M+ in annual native revenue, with consistent year-on-year growth, fueled by repeat client engagement and cross-functional collaboration.
  

Ongoing Outcome
By consistently delivering interactive client experiences, I've been a pivotal contributor to annual revenue exceeding $14 million within the Native content, exhibiting consistent growth year on year.