1
The Guardian Live Better Challenge, sponsored by Unilever
The Guardian’s largest ever, six-figure, commercial project
50% over campaign reach KPI
More than 500% over unique users KPI
Over 50% Guardian audience campaign recall
2
The Guardian Happy for Life project, sponsored by Beagle Street
Achieved all KPIs within 1/3 of campaign life, include app downloads, page views
Effective campaign optimisation saved 1/3 project marketing budget
Surpassed app download KPI by 231%
3
The Third Age Economy, sponsored by Lloyds Private Banking
145% over KPI unique users98% over KPI for page views
On site digital ads ranged from 0.20 – 2.6% ctr
4
Guardian events
Surpassed entry targets by 33%. Best year to date results.
Sold out in 2015, 2014 and 2013 (the years of my campaign management)
Reached all KPIs, despite product price increase
5
Guardian events
6
Guardian events
7
Guardian commercial projects
8
The Guardian Professional Networks
Registration page conversion rates: - 57%
9
Guardian Students Rebrand and campaigns
Rebrand and associated activity resulted in membership growth of 142% YOY
Membership conversion rates increased to 57%
Social specific activity drove between 27 – 47% article traffic
Creative ctr ranged from 0.3% - 12.05% ctr.
10
Guardian Professional Networks:Updated welcome journey
Email 1 – real time Email 2 – 24 hours later Email 3 – 14 days later
Email two: Open rate across all networks: 47-58% Click to open across all networks: 18- 30% Email three: Open rate across all networks: 33-44% Click to open rate across all networks: 7-17%
11
New email template design and implementation
2.36% uplift in unique click to open rate
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