Case study; The Economist
Saturated prospect pool
Re-targeting often providing diminishing returns on spend
Still some misconceptions from those aware of the brand (but not reading it)
Make smart(er) use of The Economist’s most powerful tool; compelling content
Make content the hero . . . we know that new readers to The Economist are often surprised by its broad content, wit and analysis
Deliver this digital content in clever, disruptive ways
Click here to read story
The campaign targets were stiff, however, they were smashed by the end of the eight week run
With an original target of 666k prospects, we actually drove 2.5m and landed 1.5k new subscribers
CTR peaked at 7%
