Chapter
Maintain audience engagement and reduce drop-off in long-form WeChat articles, where reader attention typically declines as they scroll.
Reposition Chapter beyond a student accommodation provider, framing it as a recognisable part of London’s urban landscape. Blend Chapter’s visual identity with iconic city landmarks to create curiosity-driven storytelling that keeps readers engaged.
▪ Extended Chapter’s signature “gold” visual identity into a series of creative assets tailored for long-form content
▪ Combined Chapter buildings with well-known London landmarks to create visually striking and unexpected pairings
▪ Crafted each visual as a seamless fusion of brand and cityscape, prompting readers to continue scrolling
▪ Applied the concept of “unexpected juxtaposition” to periodically refresh attention and sustain engagement throughout the article
▪ Increased sustained attention across long-form WeChat articles
▪ Strengthened brand recall by linking Chapter with iconic London imagery
▪ Boosted visual engagement through scroll-stopping creative content
