ABOUT THE PROJECT: The breadth and depth of this campaign were unprecedented for Axios. Particularly as a young and fast-growing news outlet, the range of work and influence that contributors were able to make far exceeded that which could be expected of a team and outlet of this size. The impact of this series was felt deeply across our newsroom and can be summed in three points: Growth, innovation and influence.

Growth: All arms of this multi-platform campaign – from social to digital to news partnerships – drove significant growth in key metrics. Our Instagram Reels series – the first of its kind for the company – helped drive more than 30% and 40% growth in engagement and reach, respectively. On Flipboard, we experimented with curated Storyboards that resulted in a doubling of average URL open rates compared to past Storyboards. And the most recognized feat of this campaign, whose multiple prongs also included the rollout of a tailored election-centered Snapchat feed and extensive SEO work, was how it contributed to a 66% annual growth in unique users for axios.com.

Innovation: This campaign was the most extensive audience engagement initiative the company has ever undertaken. The most notable piece being its prioritization of social video. As a lean newsroom with no video arm, this undertaking was risky and without support from some company leaders. We forged ahead and built a 10-part experimental series that brought together the talents of journalists across the Axios portfolio. Beyond being a success from an audience standpoint, the series was also innovative in how it opened doors for collaboration across different teams. For the first time, we opened opportunities for journalists across the Axios universe, including podcast and Axios Local, to engage directly with audiences on social. That collaboration has only grown since the project wrapped.

Influence: The most enduring legacy of this campaign is perhaps the influence that its elements had on leadership and colleagues. The social video piece of this project was created as a hopeful test that, if successful, could serve as supporting evidence to earn the investment of time, funds and talent from company leaders. The Reels indeed captured the attention of leaders and colleagues alike. Colleagues from across the company – even those in non-editorial roles – called out how impressed they were with the quality and quantity of work that was produced. Senior editors and reporters from all over Axios and Axios Local proactively came to the team saying that they wanted to be a part of whatever we were doing. And now, senior leaders are on-board and invested in continuing the team’s work in social video.

Though it was an all-consuming and demanding effort, this campaign brought out the gold in each contributor and positioned Axios' journalism in its best light. It showcased the prowess of our small operation to leaders and peers. And most importantly, it allowed us to build trust with a record number of audiences by meeting them with the news that matters.

Judges’ comments: “Very cool and impressive that the team took it upon themselves to create a compelling, made-for-social video series, even with lean resources and lack of higher-level buy-in. The project helped their election coverage reach a larger audience, served as a key proof of concept for future off-platform work and won buy-in from senior leaders, which is invaluable for future growth.”