Case Studies

Granta

Case Study

Granta

Our multi-platform, macro and micro digital marketing strategies achieved significant increases in subscribers year-on-year by 175%.

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The Client

Granta is a literary magazine and publisher, in which each themed issue turns the attention of the reader on to one aspect modern life. Granta have a belief in the power and urgency of the story and its supreme ability to describe, illuminate and make real.

The Challenge

Granta’s Senior Team set ambitious challenging targets to expand exposure of their branding and subscription campaigns across English speaking markets (predominately targeting Europe, Canada, US, Australia and New Zealand) within set monthly budgets.

Working closely with Granta provided valuable and detailed insights into their brand, products and goals leading to an exciting and dynamic relationship.

Our Strategy

Our approach included a holistic-macro strategy which pulled together all the current aspects of Granta’s previous marketing along with some other services such as remarketing across multiple platforms, ran in unison and with a single set of goals.

Rapidly responding to and highlighting areas of high or low performance, then sharing this intelligence in a holistic manner. This allowed for multiple campaigns to be managed in a singular manner, in which changes and opportunities could be rapidly capitalised upon, as well minimising wastage/overspend or creep on CPA costs.

This holistic macro strategy of jointly utilising multi-platforms each with their own micro strategies allowed for specific and focussed targeting of individuals with the desired demographic and geographic requirements leading to impressive conversion rates and cost per acquisition figures.

The Results

We boosted Granta’s overall subscribers and maximised their return on investment. Traffic through to their website significantly increased.

31.5%
Increase in traffic
39.65%
Year-on-year increase
41%
Increase in returning users

The interaction rate on the subscription pages increased significantly:

  • Bounce rate on these pages fell from 71.05% to 42.11%
  • Number of entrances to these pages increasing from 38 to 19,183

However, the overall measure of the performance for the marketing strategy came from the increase in the number of subscriptions Granta received against a targeted CPA.

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