We identified a need to grow awareness with a 17-24 year old audience in the UK and to position the brand in this market, I helped plan and run a hybrid editorial marketing campaign promoting our General Elections coverage. We did this through a paid social media campaign turning the content into socially native formats that lived on Facebook and Twitter.
Key results:
• From April to May, our volume of 18–24 year old mobile users to the
Guardian grew by 18.4% (comScore)
• We achieved the lowest CPCs we’ve ever seen, regularly achieving
£0.01 and an average of £0.08 which was 60% under benchmark
• We achieved the lowest CPEs we’ve ever seen, again regularly achieving £0.01 and an average of £0.05
• In total, we delivered 40 pieces of social content, 28 million impressions, 1.9 million engagements, 600,000 page views
and 12,000 new social followers