When Britain was thrown into a snap election, The Economist reacted quickly. We’d been making our presence felt more and more during other key geopolitical events, and we realised this was another opportunity for us to grow our readership.

We harnessed the power of context to reach potential readers wherever the conversation was happening. That meant making our message bespoke to any channel we popped up in.

We appeared in Snapchat with vibrant animation to mock partisanship and mimicked ballot box papers in press ads. We even worked through the night to create reactive outdoor on departure boards at King’s Cross that displayed how destinations from the station had voted, mere hours before.

So while the early commuters tried to work out what the results meant, we were already offering insight. Although that did mean that at 04:30, we were still working out what our messages would be!

The intelligence of the campaign was arguably best reflected by our focused use of what is traditional awareness channels. Whether using outdoor, social, press or TV, the campaign nudged people to request a free copy or subscribe at every juncture.