Case Study
Initiative
CNN transformed from a legacy news brand lagging in digital to a mobile-first leader by rethinking content, platforms, and audience engagement.
Challenge
By 2015, CNN was falling behind in the digital race. Despite its brand recognition, the network struggled to compete with agile digital-native outlets like BuzzFeed, Vice, and Vox. Its web traffic was stagnant, its mobile experience outdated, and younger audiences were tuning out.
Solution
In 2016, CNN initiated a digital overhaul. It invested heavily in CNN Digital Studios, prioritized mobile-first content, and acquired digital brands like Beme to tap into Gen Z and millennial audiences. The network also expanded its social video strategy, launched vertical storytelling formats, and restructured internal teams around data and engagement metrics.
Outcomes
CNN became the #1 digital news outlet by unique visitors in the U.S.
Mobile
CNN saw a surge in mobile traffic, with over 70% of its digital audience accessing content via smartphones—cementing mobile as the core of its digital strategy.
Growth
CNN’s reinvention as a digital leader was powered by embracing real-time publishing, cross-platform storytelling, and agile thinking—demonstrating how legacy brands can lead in a mobile and video-driven world.
