The Telegraph sought to engage a younger audience by redefining its editorial strategy to better resonate with Gen Z. The challenge was understanding their media consumption habits and identifying which content had the strongest potential coming from such a traditional, savvy brand.

Approach
I led a research-driven content strategy, blending analytics, on-field research, and co-design to shape The Telegraph’s engagement with Gen Z:

On-field research in schools & future fairs – Conducted direct interviews and observational studies to understand students’ expectations from a news brand.

Developing attitudinal models – Defined three distinct student mindsets and tailored content themes to their educational and lifestyle aspirations.

Snapchat content analysis – Evaluated how publishers worldwide shaped news for Gen Z on Snapchat, identifying best practices for engaging storytelling.

Editorial planning & tone of voice guidelines – Designed a publishing calendar aligned with key student milestones (exams, deadlines) and balanced informative content with playful, engaging formats.

Raising Engagement & Time spent in the newly acquired Gojimo app – Given the recent acquisition of the startup Gojimo from the Telegraph, my team used the Google Ventures’ sprint methodology to co-design and test new content concepts aimed at increasing Engagement and Time spent in the quiz app.

Student apprenticeships for co-creation – I leveraged the opportunity of having students in the team through short internships, and we’ve involved them in content ideation and refining the tone of voice based on real feedback.