HLN needed to conceive its first standalone web presence, and express the must-see, must-share voice of the brand. It also needed to differentiate itself from its parent brand, CNN, and the ubiquitous CNN.com.
Our solution centered on the creation and highlighting of short, digestible story nuggets. The design and user interface allowed HLN to hand-select a short list of the most compelling and buzz-worthy stories each day and tell them in the most relevant way using words, video and pictures to engage and inform its audience.
The execution also empowered HLN to own the conversation about top news stories, and to pull its audience into the discussion using social media, interactive polls, and other methods to help them to be part of the story.