Reengaging a disinterested audience in a dynamic way

UK

The Economist

Smart Content

Objective

Change brand perception of The Economist from being a boring business publication while also trying to increase the number of subscribers.

Solution

We identified users using The Economist’s own data and combined with other data sets. We segmented users and served them dynamically built ads in real time.

Results

3.6MM Individual Responses

Individual Responses were 5x more than the target

Thousands of new subscribers worth 12MM Euros in lifetime revenue