With so much content available on the web for free, finding people who were willing to pay £45 per quarter for The Economist’s content wasn’t an easy task.
Part of the problem was that many people didn’t appreciate The Economist’s breadth of content. Despite the name, the newspaper covers much more than just economics.
Working alongside our sister agency UM & The Economist's creative agency our objectives were two-fold:
1. Create a cookie pool of 650,000 addressable prospects for The Economist
2. Engage potential subscribers to The Economist across 13 markets, building saliency and relevance (ultimately driving subscriptions)
Our strategy was based on one simple equation:
Data + Content + Programmatic delivery = Smart Content delivered at scale.
We would deliver our ‘smart content’ in contextually relevant, unexpected places. We identified our right audience by analysing audience data from The Economist’s data management platform.
We then matched the cookie data of these people to various other data sets to build 7 robust audience segments (named after the sections of the newspaper). We then built lookalikes of these audiences to create an overall universe.
Once our audience segments were defined, we delivered hundreds of
provocative messages to them through a number of media tactics. It was
entirely underpinned by data and fuelled by the latest ad technology: In-feed advertising and real time creative
- 5.2m new retargetable prospects
- vs our target of 650k
- 64,405 new paid subscribers
- Exceeding our target seven times over
Smart Use of Data
With so much content available on the web free, finding people who were willing to pay £45 per quarter for The Economist's content wasn't an easy task. Our objective was to engage potential subscribers to The Economist across 13 markets, ultimately driving subscriptions.