The overall idea incorporated highlighting PEN as a brand new streaming service combining content from People Magazine and Entertainment Weekly. The initial challenge was that there was an abundance of content pieces available; however, the unique strategy involved fleshing out and selecting content that would drive the greatest response. This tapped into programs that would invoke feelings of nostalgia, such as cast reunions from shows that were popular in the 90s. Unlocking these new & hidden audiences resulted in significantly higher engagement and acquisition rates. We also aimed to create a personalized messaging strategy that was uniquely tailored to each platform, audience segment, and piece of content.

We began by setting granular targeting on social, which showed that installs came primarily from women aged 34-44 as the most engaged audience bucket with an average CTR of 2.56%. Video also proved to be the preferred medium for driving app installs with 193% more installs than static ads. From these insights, we recognized that the “EW Reunites” shows proved to be the most appealing content as it drove 78% more installs combined when compared to the evergreen campaigns. This led us to focus on more targeted campaigns featuring nostalgic content to serve the most appropriate ads. Behavioral segments, such as technographic preference (Facebook vs Instagram), mobile types (iOS vs Android), and the most effective creative medium (Video vs Display) were uncovered for efficient scale and targeting implementation. From these data-driven insights, the focus was on content relevance and performance to guide and optimize strategy for future content releases.

Just within the first 4 months, the campaign drove outstanding results for Time Inc. There were user trends discovered, which spoke to the most relevant content for the ideal PEN audience, thereby, helping dictate & curate the content strategy for the brand.

- Exceeded user acquisition goal by 45%

- Increased user engagement rate by 27%

- Generated a CPI 32% below goal