AdForum: Creating Engagement with “Wayback Wednesday”
As Content Director for AdForum, I was tasked with developing new B2B content strategies that would increase engagement, spread brand awareness, and strengthen AdForum’s position as a hub for advertising insights. One of my most successful initiatives was the creation of “Wayback Wednesday,” a weekly editorial series that revisited memorable ads and campaigns from the past, offering industry-specific analysis and commentary.
The Challenge
AdForum wanted to expand its editorial footprint by offering content that was insightful, shareable, and appealing to both agencies and brand marketers. The challenge was to:
- Provide a fresh perspective on historic ads and marketing campaigns
- Create content that resonated with creative professionals while being accessible to broader audiences
- Build an editorial product that could spark social sharing and long-tail engagement
My Role
As Content Director, I:
- Invented the “Wayback Wednesday” series, developing the concept and editorial direction
- Researched, wrote, and published articles analyzing iconic ads, from Apple’s groundbreaking 1984 Super Bowl spot to the quirky Dumb Ways to Die campaign
- Provided cultural and industry context, helping readers understand why each campaign mattered and what lessons could still be applied today
- Created a consistent publishing cadence, ensuring the series became a recognizable weekly feature for AdForum’s audience
Examples include:
- Apple’s game-changing 1984 Super Bowl ad
- Dumb Ways to Die from 2012
- The infamous New Coke ad from 1985
- Yogi Berra selling orange juice in 1957
The Outcome
The Wayback Wednesday series quickly became one of AdForum’s most engaging editorial features. It:
- Increased reader interaction and social shares across platforms
- Drove brand awareness by showcasing AdForum’s unique perspective on advertising history
- Helped establish AdForum as a trusted source of both timely and timeless advertising insights
