Re-introducing Australia to world-class journalism in the digital era
TIME Magazine, Australia
TIME Magazine, Australia
For nearly 100 years, TIME has delivered in-depth, award-winning journalism and today it remains the world’s #1 most read current affairs news source.
However, maintaining relevance in the digital age has meant a change to how they deliver their content – via the internet and an app – which meant there was a story to be told about this evolution.
TIME was targeting new subscriptions to their print and digital products. The brief included providing a content marketing strategy, creating interest and market demand, generating more quality traffic to subscription pages and improving conversion rates.
Using self-optimising digital advertising we used multiple iterations and ad styles to attract qualified traffic to our bespoke landing page. The digital campaign included promoting the app and subscription offers, producing a video review and commissioning 3rd party reviews by influencers in the blogosphere.
The ad campaign drew millions of impressions with higher-than industry benchmark click through rates and significant exposure for the app through influencers.
The landing page achieved a 9.99% conversion rate for click throughs to the TIME subscriptions page.
The campaign included mobile banners, leaderboards and MRECs. We’re showing just the MRECs below.