New International Version
Brand Campaign
Digital marketing program exponentially increases awareness with 381% increase in organic traffic after first year—3,260% increase after 3 years.
The Brand and Challenge
The New International Version (NIV) is the most-read English-language Bible translation worldwide and the number one selling Bible translation in the U.S. The overall objective is to support the translation’s positioning, use, and product sales for diverse audiences comprised of all potential Bible readers, novice to scholar.
What We Did
Verve Marketing Group created a refreshed identity implemented into a full brand campaign. The process included creation of a brand strategy doc to formalize vision, positioning, promise and personality. The campaign theme of “Trusted and Loved” was quickly landed on speaking to the desire by all audiences for an accurate translation that is easy to understand and enjoyable to read.
Verve created the website and conducts an ongoing digital marketing campaign of weekly blog content and social media marketing that drives people to the site.
Brand Refresh and New Website
The new website is the hub for information about the translation and NIV products. It is also a destination site of free resources and articles that consumers—novice to scholar—use to read, understand, and apply God’s Word in their lives.
The NIV website was a Gold Award winner in the 2018 International MarCom Awards Competition.
Content & Social Media Marketing
Weekly blog articles offer Scriptural insights on popular topics and offer practical support for encouraging Bible reading. Key categories in the blog — Devotionals and Deeper Study — support the translation’s distinctive as both easy to understand and good for study.
Article promotion, Scripture, and free Bible resources form the basis for an extensive social media content marketing program.
The Results
• 381% increase in organic traffic after one year and exponential growth with 3,260% increase over base year after three years.
• 338% increase in overall site traffic after one year and 1,159% increase after 3 years—over 10 times the base year.
• A whopping 2,845 keywords ranking in the top 10 on Google search after 3 years— a 1,575% increase over the base year.
• The NIV website was a Gold Award winner in the 2018 International MarCom Awards Competition.
