Bullseye! Hitting 118,000 By Aiming the Right Content to The Right Audience
2021 Finalist

Bullseye! Hitting 118,000 By Aiming the Right Content to The Right Audience

Expressen

Stockholm, Sweden

Category Digital Subscriptions

Overview of this campaign

 CAMPAIGN OBJECTIVES

1. To maintain our rapid growth in new subscribers with the aim to further increase digital reader revenues.
 
2. Learn more about our subscribers and their expectations to be able to create a stronger bond
between them and Expressen.

3. Convince as many existing subscribers as possible to stay with us by providing them with relevant content within their sphere of interest, making it easy for them to find the right content and also help them to discover stories they would not otherwise have read.
 
4. Do all the above without any negative impact on our digital reach.

Results for this campaign

RESULTS

  • During 2020 we went from 70 000 to 118 000 subscribers.
 
  • We exceeded our goal for churn as well as retention.
 
  • In total, our churn rate decreased by 29% last year.
 
  • Last month we can see an increase in articles behind paywall by 18%, compared to the month with second most articles behind paywall throughout the whole year.
 
  • We also notice 17% more time spent on our Premium content compared to the second best month of the year.
 
  • We met our revenue target and 80% of our loss in revenue from print was compensated by revenue from digital subscriptions.
 
  • We did all this, without any negative impact on our digital reach.

Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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