Campaign details
Brand: The EconomistBrand Owner: The EconomistLead Agency: UM London, SocietyCountry: GlobalIndustries: Magazines, periodicals, booksMedia Channels: Content marketing, Programmatic display, Sales promotion, Social mediaBudget: 1 - 3 million
Executive Summary
The Economist was looking for an agency to help them make Paid Social work as a global audience development channel. Despite initial tests not performing, they saw social channels such as Facebook, Instagram, Twitter and LinkedIn as an obvious place to surface their best content and convert potential subscribers.
The company had two problems:
- Brand perception...