The Economist: Raising eyebrows and raising subscriptions

This case study explains the Economist Magazine's effort to onboard younger subscribers, by prompting unseen targets to click, read, and join the prospect pool through provocative messaging.

The Economist: Raising eyebrows and raising subscriptions

Agency: Proximity

Objectives

The overall objective of the creative work was to increase engagement and penetration of The Economist within a younger audience, who have either:

  • Rejected The Economist in the past due to the content being perceived as boring and impenetrable, heavily focused on business and finance and often thought of as the handbook for the corporate elite
  • Have never considered The Economist in the past; it's not even on their radar

Specifically, our objectives were:

Communication Objectives

  • Prompt 650,000 previously unseen1targets to click,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands