Media Brand

Driving article engagement on Instagram & Facebook

Their Story:

The partner is a newspaper publisher that produces one of the world's most popular and respected publications. The partner wanted to focus on the future with its mobile-friendly news app, which offers an immersive digital news experience with fullscreen videos and interactive graphics.

Goals:

The partner wanted to experiment with promoting articles on mobile platforms. The campaign goals were to drive traffic to stories and to increase app installs.

Execution:

• Ampush’s deep well of knowledge of mobile platform user behavior helped direct the creative and audience targeting strategies.

• Analysts employed detailed audience targeting across Facebook and Instagram involving two user journeys and seven unique audience segments.

• Ampush tailored advertisements to encourage existing subscribers to increase their consumption of the newspaper’s content, while advertisements for non-subscribers focused on driving app installs.

• Ampush also strategically employed retargeting techniques on both platforms for website visitors to drive both app installs and individual article traffic.

Results:

• By combining the powers of Instagram and Facebook, Ampush reduced CPIs by 27.5%.

• With advanced audience targeting focusing on two unique user journeys and seven distinct audience segments, Ampush was able to improve efficiency, reducing the cost per click on Instagram by 69%.

• Ampush drove traffic to the newspaper’s individual articles from Instagram posts at an impressive click-through rate of 1.8%.

• Posts on Instagram and Facebook saw a 4.6% engagement rate.

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