wikiHow
Out of Home Campaign, Copywriting
The wikiHow out of home campaign focuses on older generations to communicate the key message of “It’s never too late to try something new,” while also bringing elements from the wikiHow website to the consumer. Each application includes a QR code to the article featured and focuses on a hobby or activity that could be interesting for someone to learn how to do using wikiHow.
Key Research Takeaways
- wikiHow is seen as a reliable way to discover new hobbies or activities to try. The informational graphics make understanding easy for visual learners.
- The brand is not described as being personable, even though articles are written with an authentic, human tone.
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Consumers use the website to find new activities, utilizing the random button near the search bar that randomly gives a how-to article.
wikiHow
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Research
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Advertising
Concept
Based on the insight that people use wikiHow for any situation. In a primarily copy driven visual, the use of the search bar graphic allows consumers to see that they can search for this specific article, or any others that they may need. Each application includes a QR code that leads to the article mentioned, making consumers more likely to visit wikiHow.
Design Principles
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Utilize a visual system that resembles the wikiHow website
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Stay true to the wikiHow brand
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Use actual articles found on the wikiHow website while also keeping them consistent with hobbies or things most people won’t know how to do
The Out-of-Home Ads
Relatable. Honest. Reliable.
The campaign utilizes real articles from the wikiHow website that pertain to hobbies or things most people wouldn’t know how to do. The design is consistent with the wikiHow website and ties the consumer back to the article described in the ad.