The Economist

Based on a survey, consumers said they would not subscribe to The Economist for two main reasons: high subscription price and a long form fill. To remedy this, we put together a click to call campaign targeted to the right demographic.

I designed a unit that worked as a concierge service, where the user would input minimal information, and The Economist sales reps would call the user at a later time. In 2013, iPad user demographics skewed more towards HHI, so we tested the strategy first on iPad inventory. This campaign outperformed our standard media and proved to be more efficient as a lead generation campaign driving 18% more conversions than iPhone campaigns.