Raising eyebrows and subscriptions

IPA Effectiveness Awards Case Study 2016


The Economist’s quality content is a given. But you still need crafted, provocative advertising to make people sit up and take notice. This case study demonstrates how the power of content and context can deliver long-term effects for a brand. By re-structuring teams and deploying the right data-driven infrastructure including ‘newsrooms’ to produce topical ad copy, The Economist used tailored, programmatic platforms to find more than five million previously unseen, retargetable users at a time when they were likely to be receptive to commercial messages. The activity created 64,000 paid subscriptions. Using the projected lifetime value of subscribers, this is estimated to equal a payback of £25 of revenue for every £1 invested.

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“A learning we can all take is this: The rise of data - and of the MathMen - doesn’t mean the death of creativity. It can be the fuel that fires it.”

Mark Cripps, EVP, Brand and Digital Marketing
The Economist

Winners 2016

Gold Winner

The Channon prize For Best New Learning

Title

Raising eyebrows and subscriptions

Brand

The Economist

Client

The Economist

Agency

Proximity BBDO London
UM London

Principal Authors

  • Darren Burnett - Proximity BBDO London

Contributing Authors

  • Nick Baker - Proximity BBDO London
  • Sarah Brown - Proximity BBDO London
  • Iain Noakes - The Economist
  • Neil Peace - UM London

Credited Companies

  • Proximity BBDO London - Creative Agency
  • The Economist - Brand/Client
  • UM London - Media

The Economist is a very impressive case using a highly original approach with a single-minded use of media and outstanding results on a small budget. Overall it is a well-written case that doesn't try to blind with too much science. Wendy Proctor, Ministry of Defence

Shortlist 2016

Gold Winner

The Channon prize For Best New Learning

Title

Raising eyebrows and subscriptions

Brand

The Economist

Client

The Economist

Agency

Proximity BBDO London
UM London

Principal Authors

  • Darren Burnett - Proximity BBDO London

Contributing Authors

  • Nick Baker - Proximity BBDO London
  • Sarah Brown - Proximity BBDO London
  • Iain Noakes - The Economist
  • Neil Peace - UM London

Credited Companies

  • Proximity BBDO London - Creative Agency
  • The Economist - Brand/Client
  • UM London - Media

The Economist is a very impressive case using a highly original approach with a single-minded use of media and outstanding results on a small budget. Overall it is a well-written case that doesn't try to blind with too much science. Wendy Proctor, Ministry of Defence

Raising eyebrows and subscriptions

IPA Effectiveness Awards Case Study 2016


The Economist’s quality content is a given. But you still need crafted, provocative advertising to make people sit up and take notice. This case study demonstrates how the power of content and context can deliver long-term effects for a brand. By re-structuring teams and deploying the right data-driven infrastructure including ‘newsrooms’ to produce topical ad copy, The Economist used tailored, programmatic platforms to find more than five million previously unseen, retargetable users at a time when they were likely to be receptive to commercial messages. The activity created 64,000 paid subscriptions. Using the projected lifetime value of subscribers, this is estimated to equal a payback of £25 of revenue for every £1 invested.

Click to purchase this case study >