New International Version
Brand Campaign
The Brand
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 Challenge
Create a brand campaign to support the translation’s positioning, use, and product sales for 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 “Trusted and Loved” reflects the feeling readers of the NIV have for the 50+ year old translation and its impact in their lives.
The campaign concept was implemented in an integrated, multi-channel digital campaign including —
• New website – Marcom Gold award winner
• Social media and blog content marketing campaign
• Print ads to influencers (pastors)
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.
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.
Print Ads
A series of print ads provide reminder advertising and reinforce brand distinctives to pastors and leaders who are influencers for the brand.
The Results
• 712% increase in organic traffic year over year
• 25,383 keywords generating traffic to the site
• 655% increase in site traffic over 2 years
• The NIV website was a Gold Award winner in the 2018 International MarCom Awards Competition.
