Dennis Publishing is expanding its subscription acquisition programme with Magnetise, and Ten Thousand Hours (TTH).
New titles from the publisher’s roster are being added into the programme, and the campaign will be driven deeper into social media and TTH has taken over all media planning and buying for the campaign which is run on Magnetise’s Lead Intelligence platform.
Last year the campaign was awarded Best Media Campaign for 2011 in the New Media Age Awards, having reached a new audience of subscribers, 97% of which were previously unknown to Dennis.
The campaign was delivered at 52% under target CPA and was forecast to deliver over 12x ROI across 8 publications.
Working with Magnetise and licensing its Lead Intelligence management and analytics platform, Dennis was able to reach a completely new audience and deliver impressive subscriber uplift across titles including MacUser, The Week, Men’s Fitness, Auto Express and Digital SLR Photography magazine.
In November 2011, the campaign was also awarded Best Use of Data in the PPAs flagship initiative, the Customer Direct Awards 2011.
The judges commented it was a “solid and substantial campaign that benefitted not just the subscriptions team but the entire business.”
Following the award wins, the team came together to discuss whether it was possible to improve the already stellar results.
As a result, Magnetise and Dennis have further cemented their relationship and identified ideas for technical development as well as new titles for promotion and ways to extend the reach of the campaign itself.
TTH has taken over all media planning and buying for the programme having previously achieved superb impact for Dennis managing their affiliate and email marketing programmes.
Some of the new features that Magnetise is building into Lead Intelligence include social sign in for networks including Facebook, Twitter and Google+. Consumers will be able to sign up to special offers and subscribe to magazines much more easily due to data being pulled into forms automatically on sign-in to the associated service.
Similarly, sharing special offers with a consumer’s social graph is being simplified with the addition of Like and +1 buttons.
Richard Ayerst, Online Marketing Manager for Dennis Publishing commented; “Finding ways to improve an already brilliant campaign is a great problem to have. Being able to consult and collaborate with Magnetise and TTH so effectively shows us we’ve chosen the best teams and technologies to work with, and we expect to see our efforts to convert into even more impressive results over the course of 2012.”
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