The strategy
We devised an ambitious three-year plan, increasing budget and introducing six new channels and campaign types to expand our approach to full funnel.
But to get the results needed, this wasn’t going to be enough. We also needed to pivot how we approached customer connection, reevaluating campaign types and creative elements. To do this, we adopted a full funnel, customer-centric approach that championed what New Scientist does best: content.
Our new strategy operated across four key pillars:
- Connect with prospects, driving reach with broad audiences using high quality video content across Meta and YouTube
- Engage audiences with our content via promotion of special features and free expert newsletters to promote registration, as well as app download activity
- Convert engaged, high intent audiences to take out a subscription with New Scientist
- Retain customers by nurturing post-conversion to increase lifetime value and build advocacy
By putting New Scientist’s best selling product at the heart of our strategy, we aimed to drive appeal amongst new and lapsed audiences:
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Connect: Driving reach using paid social
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Engage: Free expert newsletter
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Convert: Sign-up for a subscription