The Economist: This just in - millennial subscriptions up 165%

This case study describes how The Economist, a weekly news magazine, increased subscriptions among millennials in EMEA, Latin and North America through targeted social media.

The Economist: This just in - millennial subscriptions up 165%

Agency: UM London

Breaking news: millennials weren't reading The Economist, and they needed a new messaging strategy to attract subscribers. Objectives were to challenge outdated assertions about The Economist amongst millennials in EMEA, Latin America and North America, and to create 1,200 millennial subscribers across these regions.

Strategy

Social media is the place where millennials stay up-to-date with current affairs. Nine out of 10 use Facebook as their main news channel.

While millennials' social feeds are bombarded with news content, they're rarely delivered quality content tailored to their interests.

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