Media associated with this campaign
Overview of this campaign
Our challenge was to create a new revenue stream and reach a new audience.
Since our news and magazine brands are committed to offering free content, introducing a paywall was not an option. At the same time, we wanted to stay true to our mission: providing quick and accessible consumer advice on everyday topics.
To achieve this, we sought partners who could complement our strengths while bringing their own expertise and audiences to co-create a new product. We quickly identified that influencers and social media experts possess exactly what traditional publishers often struggle with: trust and authenticity in the digital space and on social media.
We decided to combine our expertise in content marketing, content production, storytelling, and web development with the deep subject knowledge and engaged social media following of influencers. Together, we created a masterclass product and promoted it across both social media and our web platforms.
Results for this campaign
To ensure a successful launch, we conducted extensive research into the expertise areas we had defined—screening hundreds of content creators and reaching out to dozens.
In July 2024, we partnered with Dr. Bea Merscher, a pediatrician from Hannover, Germany, for our first masterclass product. Targeting parents of preschool-aged children, we developed a masterclass on childhood illnesses, primarily promoted through social media.
The masterclass gives parents, grandparents, and caregivers confidence in handling childhood illnesses. They learn to recognize symptoms, provide basic treatments, and decide when a doctor is needed – practical, engaging, and concise.
We leveraged our in-house video production resources to film and edit the content, while our development and marketing teams created the sales funnel and landing pages. The final product was delivered via e-learning software, ensuring a seamless user experience.
By launching this product, FUNKE Digital Publishing successfully created a new revenue stream and entered the paid content business — all while maintaining its commitment to free access to news and entertainment. Our first launch delivered significant results:
- Proof of concept for a sustainable new revenue stream
- Five-digit sales revenue (EUR) from the first launch
- Doubled the Instagram reach of our partner through engaging storytelling formats
Since this initial success, we have secured additional partnerships with experts in varios topics and continue to expand our masterclass offerings.
In 2025, we plan to launch 5–10 new masterclasses, further strengthening our position in the e-learning and paid content market.
