The journey from hypothesis to implementation
Thanks to its interactive nature, Turtl's content platform would provide an enhanced user experience which would drive reader engagement among millenials.
Publishing on brand topic specific Economist content would also encourage subscription consideration.
The Economist used Turtl to build dynamic content hubs: selections of articles and videos on the Future of Work in one 'story'.
These 'hubs' were then deployed quickly and easily across a range of channels via one socially optimised url. This opened a new way of reaching readers, encouraging purchase consideration and broadening the reach of the 'content led' sampling and subscription model.
Social sharing tools were perfect to serve content in social channels (where students and Millenials go to find and consume content). Turtl intelligently optimises across browser and device. Content served in Turtl generated a much more powerful customer/content sampling experience.
By helping The Economist create content-specific audience pools interested in the Future of Work, who were then retargeted via email and social media.
Turtl's page-by-page analytics meant The Economist could easily track content performing well, allowing the team to identify Future of Work articles that were popular and delivered high click through rates.
This proved invaluable to refine the content strategy.
Using Turtl's combination of live analytics and intuitive cloud-based editing tools, The Economist team could quickly assess content performance and optimise live content almost instantly, in house.