Wirecutter Marketing Campaigns
Client
The New York Times
Year
2022, 2023
Services
Editorial Design
Brand Strategy
Integrated Campaign
Credits
Julia Harris, Creative Director
Breyden Sheldon, Brand Writer
Kavya Sivaraman, Design Lead
Wirecutter Holiday Campaigns
Black Friday offered Wirecutter a high-visibility stage to show readers what’s truly worth buying—and what isn’t. More than a deals play, it was a chance to engage a broad, often fleeting audience and highlight the depth, breadth, and lasting value of Wirecutter’s work.
Challenge
Black Friday overwhelms shoppers with endless promotions and fleeting discounts. Wirecutter’s challenge is to rise above the noise by showing what’s truly worth buying—and what’s not. The campaign must capture attention in the moment, while also building lasting trust and turning deal-seekers into loyal readers who recognize the broader value of Wirecutter’s expertise.
Goals
Showcase Wirecutter’s authority across every category—from wine glasses to washing machines—by highlighting its rigorous research and testing. The campaign should reinforce Wirecutter as the trusted guide that helps people confidently decide what’s truly worth their time and money.
Process
The process for this involved looking at the chaos and noise that the holiday time brings with it and how it overwhelms everyone. From that insight, we were able to hone in on messaging and visuals that highlighted the ethos of the campaign: Wirecutter is here to help you for the holidays. Through bold typography, impactful imagery and meaningful copy, we created an integrated campaign that spanned multiple different channels.
Holiday Campaign 2023
Wirecutter Sleep Week Campaigns
Client
The New York Times
Year
2022
Services
Editorial Design
Brand Strategy
Integrated Campaign
Web Design
Developing a creative campaign that takes advantage of the mattress related sales that happen during the President’s Day weekend. We want people to know that from mattresses to meditation apps, Wirecutter has done the research and rigorous testing to help you save time and money toward a better night’s sleep.
