DC Comics

TIME INC / ENTERTAINMENT WEEKLY


The Challenge

Entertainment Weekly is a Time Inc. brand that is big on fun. With their unparalleled access to Hollywood’s most creative minds and most fascinating stars, they keep subscribers plugged in to pop culture. Entertainment Weekly wanted to increase subscriptions by promoting an exclusive offer of a free DC Comics t-shirt with purchase.


The Solution

Socialtyze developed a host of targeting tactics that delivered big results. First, we directed users to the subscription offer website via a mix of Page Post Ads (published and unpublished). We also targeted users with a propensity to subscribe to EW using four targeting methods: current EW fans, magazine subscribers (partner category), custom audiences and likes & interests.

EWDCComics

EW noticed a high level of engagement with its ads right away. With a high CTR we were able to drive a positive ROI by helping the client achieve a low overall cost per subscription. By targeting EW fans and magazine subscribers (partner category), we were able to attain the most efficient cost per subscription. Since 2011, Socialtyze has been building the EW fan base with high quality fans. This is demonstrated by the result of this campaign’s fan targets and the high likelihood they would subscribe to EW.