Ask a non-reader what The Economist is all about and the chances are they’ll say economics. Close, but no cigar. From prostitution to politics, if it shapes our world, The Economist covers it and has a definite point of view on it. Our task was simply to make 'progressives' who’d never entertained the idea of the publication before, sit up and take note.
Everything started with the articles. Typically, these are full of witty writing and sharp analysis, which meant our banners had to be just as provocative, playful and insightful. Something that would grab attention, allude to the content of the articles themselves, and, crucially, intrigue readers enough to want to engage with the content before clicking through to a customised soft landing page. It was all brought together by a fully joined up content marketing strategy using state of the art dynamic units such as page takeovers, banners, MPUs and animated ‘blip verts’ across news sites in North America, Europe and Asia where The Economist had never set foot before.
Sometimes, it’s difficult to tell whether a campaign has worked or not. This wasn’t one of those jobs. We were aiming for 660,000 clicks. Secretly, we hoped for a million. In reality, we now stand at 5.2 million. We’ve delivered over 64,000 new subscribers worth £51.7 million in lifetime revenue. And it’s still going.