The brief
Between mid-October and mid-February generate 1,500 sign-ups to almanis, a new forecasting platform harnessing the wisdom of the crowd to predict the likelihood of things, in partnership with the almanis leadership and marketing team.
An integrated launch campaign: content development, traditional media, social media and SEM.
2500
sign-ups in total
1
integrated campaign
250
sign-ups from Economist coverage
The approach
The campaign hinged on four main elements: PPC, Twitter, top-tier media and organic search. It was integrated, but not for the sake of it. We measured constantly and used the results to continuously improve the campaign, keeping in mind the only metric that mattered to the client: sign-ups to the site.
The result
To generate the best results we were: flexible, quickly determining what yielded most sign-ups; creative, we used original and humorous campaign concepts including a blog series on terrible predictions and the hashtag #shouldhavegonetoalmanis, and we also focused on real influencers which landed coverage with the Economist and engagement with The Telegraph, Forbes and key social influencers.
The integrated approach drove valuable traffic to our website. This achieved far better results than one single channel or managing multiple channels individually.
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