How it works?
First of all, the agency decided to work on a key thing required for targeting precision – data analysis. The team went through the Economist’s customer database and identified main groups of the readers. Once they got this information the rest was pretty easy. Proximity came up with some catchy provocative headlines to place in the banners throughout the Internet. Placements have been done by matching relevant content on the competitors websites. This way the right target audience has been reached. Each banner was directly related to a specific identified audience group and also to an article popular among that group. The CTA in the banner directed a prospect customer to a relevant post on the Economist website. In addition to the above, Proximity decided to take the campaign even further and create new banners throughout the campaign to match new trending articles.
We love the simple, yet very clever approach of this campaign. It is all about analysing and re-using the data already available. As a result, there haven’t been any additional costs involved in the new data collection for Economist. Analysis and clever targeting allowed the brand to reach exactly those people, who are interested in reading those specific topics. Day to day campaign adjustment to match the latest news in the world is also a clever trick the brands have used. It is time consuming and needs quick turnaround, but the results speak for themselves. It’s a brilliant idea for shifting people’s attitude of the brand and presenting the Economist as a provocative, modern and relevant news specialist that never seize to surprise. Well done Proximity London and the Economist!