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Case Study

HUFFINGTON POST UK

Exceeded UV target
Increase in brand awareness
Industry awards won

CONVERSATIONS START HERE

We worked with Huffington Post on their ‘conversations start here’ campaign, planning and buying media activity to get their creative seen by a relevant audience. At the time, Huff Post was the 6th most popular online news publisher, and they wanted to break into the top 5.  In order to do this, they needed 1 million new users to visit the site in a 6 month period – we accepted the challenge and used a variety of suppliers and digital channels to achieve this.

atom42's award winning campaign featuring Alice Cooper

How we did it

BRAND VS EFFICIENCY

Huffington Post’s primary aim was to drive 1 million new users to the site. However, they also wanted relevant users to see their amazing new creative, and increase brand standout. Therefore, we used a variety of suppliers in order to drive awareness and visits at the target cost per UV.

REACTIVE PPC

Working closely with Huff Post’s editorial team, we created new ad groups and campaigns on a daily basis in order to be the first to react to breaking news. Tightly targeted terms and low CPC’s meant we could drive highly engaged users at a low cost-per-UV

TARGETED DISPLAY

Each creative execution had a different theme – celebrity / politics etc. We bought media at a creative level to ensure the placements were relevant to the ad.

The result of this was consistently higher than average CTR’s and CPC’s that were in line with targets.

TARGETING THE RIGHT AUDIENCE

We were not permitted to advertise directly on competitor sites. However, using third party suppliers, we were able to use our pre-roll ads to advertise around their video content on YouTube.

This activity was a roaring success, with CTR’s of up to 4% (over twice the industry average).

BIG NEWS IN NATIVE

We utilised native suppliers to drive high-quality users who were in ‘news browse’ mode at a low cost. We soon found that the bigger (and more controversial) the story, the better the engagement, which allowed us to optimise activity further.

AWARD WINNING CAMPAIGN

The ‘conversations start here’ campaign was a huge success, and got industry recognition via 6 award wins including ‘best digital campaign’ and a Cannes Lion.

Client says

The perfect partner to our content-led digital advertising campaign for Huffpost UK. A strong team who clearly have a wealth of knowledge and experience that has been vital for optimising our campaigns and meeting our business objectives. They are also a pleasure to work – dynamic, approachable, friendly and fun!”

Isobel Sita-Lumsden, Marketing Director

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