The Guardian News & Media
Immediate impact on the business
What was the starting point?
The Guardian understands that their readers want to be part of the conversation. They create content all the time, but aren’t usually asked to share it with publications. Since they started asking their audience to share their content, they have a new dynamic.
The Guardian has a new community – positive, interested, social, engaged and interacting directly with Guardian editors.
how did the assignment run?
Within 36 hours 500+ posts were submitted directly to the Guardian. Reports from Brazil did not come to the Guardian via a 3rd party.
The Contribly tools helped the Guardian process all the content that was shared and then allowed them to easily contact those contributors at any point.
This means, 118 verified Citizen Journalists were at the scene ready to contribute again on request.
How did the community react in the first weeks?
After 10 weeks, 25K+ contributions, 18K reviewed and published, 450+ approved for use on Guardian newsdesk.
Guardian Witness had an immediate impact on the business and on the editorial team.
HOW DID CONTRIBLY HELP?
Contribly is the platform that they use to pull-in, edit, verify and target their ever-growing communities stories. Allowing their users to feel represented and loyal to the Guardian brand.
TELL US ABOUT A CALL-OUT THEY CREATED
The Guardian team create call-outs (assignments) linked to their journalism daily. When protests happened in Brazil they asked their readers to share their stories, even though they do not market to Brazil, or the Brazilian public.
What were the benefits
The Guardian started getting to know their audience like they never have done before. The access to new insights and a range of community journalists meant that they could target their audience for further engagement or help at anytime.