The Economist\\Completing the agile content loop\

creating marketing agility \with agile content

ObjectivesMarketing Increasing engagement and subscription rates among millennials
Content:Engage millennial readers with Future of Work content

Hypothesis

By hosting topics relevant to millenials within Turtl’s digital content platform, The Economist could offer readers an enhanced user experience that would help encourage re-evaluation of The Economist and encourage purchase consideration of a subscription.

"Turtl allowed The Economist to build dynamic content hubs that could be deployed quickly and easily across a range of channels encouraging millenials and students to sample several pieces of content around a topic they were interested in. Secondly, it allowed for unprecedented campaign optimisation and efficiency. Real time analytics and edit features allowed The Economist to encourage specific user actions with ease"

– Jack Lahart, The Economist

Benefits

Agility - content in house

Real-time analytics

Real time content updates

Lead capture at any point in content

Reinforcement of the core positioning as an intelligent news magazine, reassessment of The Economist by younger readers

A new product:
digital 'article hubs'Topical

Supporting The Economist's Ocean summit in Bali

Relevant

Broad ranging analysis in newsletter overview

Insight

Content increasingly refined against millenials

Analysis

The Economist makes sense of it all

Results

The most successful content engagement campaign The Economist had ever conducted:

- 50% uplift in reach when compared to a similar campaign run earlier in the year

- significant uplift in subscriptions as a result of CTAs in content

- ability to dynamically
re-target users who visited Future of Work stories on social