Summary
Insight
Monthly reader polling is fed into the editorial planning and commissioning
Stories
30 pieces of editorial, keeping The Spinoff at the heart of the most important national debate
Statistics
To highlight consumer attitudes to topical and classically irreverent Spinoff topics like reality TV
The Client
The Spinoff has become New Zealand's most successful new digital media companies.
The Challenge
The Spinoff wanted to get closer to its readers and measure public opinion during the Covid-19 pandemic, giving them a range of data for reporting throughout lockdown, subsequent border closures and vaccination rollout.
The Approach
"We instituted a series of national representative polls to track public sentiment to the health, social, political and business impacts. The polls were very well-read, with multiple story streams flowing out of each, and well-priced enough that we kept them going throughout the pandemic," says Duncan Greive, Founder, The Spinoff.
The Result
The Spinoff published nearly 30 stories based on seven Stickybeak polls throughout the year of Covid giving them the biggest and longest running data-set of public opinion in New Zealand to this unique and traumatising global event.
Understanding public compliance and attitudes to the biggest impingement of consumer rights (lockdowns and tracking) since the second world war was clearly an important story and not much short of national service. Stickybeak polls helped put The Spinoff at the forefront of those national conversations.
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