The strategy was purely data-driven to create relevant and timely messages. This included identifying key media opportunities that would target optimum times of day in which the typical FT reader would be engaged. A cross-channel messaging and media plan was crafted to ensure that these readers would be exposed to messages at key points of their day, such as their daily commute or lunch-time, on various tablet, mobile and desktop platforms they may be using.
We took a deep dive into various research data sources, including third-party insight from GWi and TGI as well as pixels on the FT site, and first-party FT data, to gain a full perspective of the audience profile. A detailed understanding of the different specifications of each market, each medium and each channel was necessary to truly tailor messages, encourage engagement, and drive conversions. And since our data showed that our target audience consumption habits focused on video, mobile and tablet during out-of-office hours, we delivered specific executions using these elements to help further tailor the campaign.
A two-sequence data strategy was delivered between two complementary FT initiatives to ensure both the upper and mid-sections of the sales funnel were being thoroughly fed with quality leads to maximise conversion results. Initiatives included:
- Audience development (upper funnel, younger markets, product education)
- Acquisition (mid-funnel, all markets, benefit-led)