10nd June, London: The Economist has developed a campaign around the UK General Election in June 2017, giving people the chance to get a free edition of the magazine, in order to get informed on who to vote for before the General Election.
The Economist’s General Election endorsement edition was published on June 3rd and was supported by Election-led messaging on TV, Radio, Display and digital out-of-home. The newspaper was made available in both print and online editions. This tactical multi-channel approach delivered a boost in consumer consideration and subscriptions, and a large prospect base, for The Economist.
During a time of political upheaval and uncertainty, The Economist have made decision to evolve their successful digital content-first strategy to give away an entire edition for free.
Mark Cripps, EVP of Brand and Digital Marketing at The Economist comments:
The Economist also launched a responsive digital out-of-home campaign as the results came in. Focusing on swing constituencies, the newspaper used timely, relevant and provocative messaging to update voters, with red, blue and yellow creative available, dependant on results.
The Economist was also mindful that there are certain demographics who may need more encouragement than others when it comes to voting, and targeted first time voters and 18 years olds. To cover all bases, The Economist also offered the endorsement issue through Snap ads via Snapchat Stories, on Instagram and Facebook using the audience tech platform, Lytics and eDM.
Will Reddihough, Account Manager at UM, comments: