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  1. 2020

UM London

Machine-Powered Social

Category:Best Programmatic Strategy

Client:The Economist

Social is where millennials stay up-to-date with current affairs. 9 out of 10 use Facebook as their main news channel.

For the first time, we’d serve millennials breaking content from The Economist in their social feeds – tailored to their interests and location.

We tested the effectiveness of our creative using a programmatic decision tree, and adopted an automated content delivery system to refine our messaging.

We created 4,505 millennial subscribers, worth £1.5m in lifetime subscription value in six months – an ROI of 147%.