The Economist leverages the Election to drive subscriptions

THE ECONOMIST USES THE UK ELECTION TO HELP VOTERS DECIDE AND TO DRIVE SUBSCRIPTIONS

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:
“At the centre of this is the realisation from our own research that if you serve  content in front of people, they have a higher propensity to subscribe”

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:
Since the announcement of the snap election, there was an over-abundance of information to try and consume. The Economist stepped in to offer their content for free to help voters make up their own minds. As the natural evolution of their successful, digital first campaign, we have seen a really strong uptake in new consumers engaging and subscribing with the Economist.

 

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