We know our potential readers like reading. So we gave them something to read. We worked together with the media company and editorial staff of The Economist writing articles to create a smart match with the media. We focused on Berlin.Sales in Germany outperformed the rest of Europe by 6.3%.
In Germany The Economist has an awareness of 43% but a readership of less than 0.5%. We needed to change this.
(in co-creation with Paul Falla & Mark Muller)