Through our research and analysis, we knew that the average U.S. home could have up to 22 connected devices within it, however nearly a quarter of consumers say they’re overwhelmed by technology, with 27% stating that the devices bring too much complexity into their lives. At The Wall Street Journal, we know – through analyzing our editorial consumption data and insights – that our audience loves technology. And of our 6.3 million global C-Suite readers, nearly 70% state they are one of the first to try technologically innovative products, citing they are often asked for advice on them.

It became clear here that this audience were looking for a holistic balance, where they were not afraid to embrace technology, if it helped them to live a more balanced life. Together with Samsung, we created a content strategy that placed actionable information into the hands of our readers, to allow them to live mindfully and calmly in a connected world. Our on-platform content research told us that professional millennials on our platforms strongly favor short-form articles, data visualizations and interactive graphics. They were also deeply interested in many of the topics touched on in Samsung’s 2023 mindful consumption vision—up to 31 times more interested in articles relating to work from home, 22 times more enthusiastic on articles looking at voice recognition and 21 times more likely to click on stories around collaboration technology. They are curious, interested in learning and tuned in to thought leadership and expert opinion. We knew we had the roster of content opportunities to tell this story.
We wanted to draw on one of the brightest feathers in our cap – our live journalism events and portfolio. We knew that building Samsung into the conversation, in real time, would create a powerful message.

We executed a blockbuster multi-touchpoint campaign, which included print, digital, and sponsored speaking moments at our live journalism events across the globe.

Focusing on strong visuals, compelling real-life solutions and diverse voices, we combined Dow Jones’ proprietary insights on our influential readers with Samsung’s unique innovation to uncover stories that delight and engage our audiences.

Samsung executives were featured at three live events across the Dow Jones live journalism portfolio:

WSJ LIve: The Future of Everything (NYC) Samsung Fireside Chat “Designing for the Future: The Role of Design in an AI World”
WSJ Tech Live (Laguna Beach) Thought Leadership Moment: Mainstage 1:1 “Back to the Future? What’s Next for Linear TV, Nostalgic Content and Ads
WSJ CEO Council Summit (Washington DC) Presenting Sponsor

We launched a series of four immersive, custom built pages that featured a compelling mix of data visualization, infographics, animated illustration, and interactive elements. Each of these was housed on our platform, and reimagined in print, in both the newspaper, and WSJ magazine. Our digital and print content mix served as a way to engage our audience on topics that would resonate with them, in an environment where they had time to consume in a mindful way.

Content was amplified on-platform using native formats, targeted using proprietary 1st party data and insights. Off-platform, our content was delivered on social media, including Facebook, X and Linkedin.