The Economist – Subscription Drive

Objectives

  • Create awareness and get subscription through media investment by tracking and optimizing on CPA.
  • Launch & drive imagery of The Economist in Nigeria.
  • Choice of media vehicles should match what The Economist stands for.

Approach

  • Targeted Business, News, Financial, Luxury & Lifestyle sites to get the desired results for the campaign.
  • Regular tracking by measuring performance from Clicks to Acquisition.
  • Benchmarking the performance on weekly basis to arrive at a band for CPA.

Results

  • Responsive subscription in first week of campaign launch.
  • Better returns for subscription from online investment than offline investment.