NME’s digital arm attracts a young, discerning audience of music fans from across the world. The audience is fast-moving, glued to mobile and has grown up in a world cluttered with publications vying for attention. As consumer behaviour changes it’s important a site like NME does everything to engage users, from long-time fans of NME through to the first time visitor arriving through a social network.
Properties like the NME Awards, NME Photo Awards, NMETV, NME Radio and the print title itself need a strong digital presence too, with sites that work hard to represent the brand in the correct light and help with business goals; increasing reach, ticket sales, subscriptions, growth and overall brand recognition. And it’s important NME innovates in commercial, too – great content attracts great advertisers who expect outstanding integrated ad campaigns delivered in a pioneering, trustworthy and measurable fashion.
NME.com has no shortage of great content, with a large, respected team of writers posting up-to-the-minute stories from across the world. It’s making the most of this content that is key to increasing engagement and as the majority of users now land directly on a story we spent time reworking these pages to act ‘as a homepage’, monitoring user behaviour and carefully planning where best to position related content, social sharing cues and the promotion of trending stories.
The homepage and key category pages were also reworked to create a balance between fast-moving news and longer, more in-depth features, with more emphasis on video and galleries. Prominent but non-invasive brand opportunities were created too, from clear, well positioned ad units to brand takeovers that lead users into dedicated microsites with original video, artwork and content. And time was spent representing NME elsewhere, on immersive sites for the NME Awards and NME Photo Awards, plus sites for NME Video, NMETV and NME Radio, plus co-branded apps with Budweiser and the NME.com Spotify app, one of the most popular apps on the platform.
Our work with Time Inc has helped increase traffic from 4 million to 8 million unique users a month, making NME.com the most popular standalone music website in the world. Across commercial we’ve helped brands like Ray Ban, Microsoft, V Festival, Universal, H&M and Apple connect to the NME audience with high-impact, measurable success – the H&M campaign winning the prestigious UM Most Valuable Partner Award at launch.