Client: The Economist
Facing declining Meta subscription volumes, iProspect and The Economist joined forces in May 2023, aiming to revive a struggling social strategy amidst IOS14.5 cookie deprecation challenges. We needed to revolutionise our content strategy to better meet the needs of our audience and increase subscriptions. So, with a strategic overhaul we took a fresh perspective on the stages of the consumer journey to subscription and decided to prioritise boosting bespoke content to peak the interest of our prospecting audiences. Employing dynamic measures, including budget adaptability and new content processes, produced remarkable results. Daily Meta subscriptions doubled, July witnessed a 267% spike, and ROAS surpassed expectations by 204%. H2 recorded a 97% surge in subscriptions vs H1, with new content boosting campaigns contributing towards 92% of all subscriptions, setting a new benchmark for our social performance moving forward.
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