Thus, we partnered with The Economist content solutions team to create “Timeless Breakthroughs”: a program selecting key breakthrough inventions in time, focusing on the moment were the impossible was made possible. Subtly mixing editorial and brand content, under various forms - from video to infographics - the topics were chosen with one obsession in mind: what will draw the Economist’s readers interest?

Is it time travel? Surprising myths about the moon? Fun facts explaining why an hour is 60 minutes long?

Then, based on the reader’s engagement, we would promote some pieces on top of the hub and further through display banners and social posts on The Economist channels.

This campaign immediately caught the reader’s curiosity, with time spent on the Timeless Breakthrough hub - across devices - continuously rising from 2.6 to 3 minutes in average over the 12 weeks campaign. On Desktop especially, the level of engagement was very close to what The Economist observes on their editorial articles, with 3.9 minutes time spent on the page.

We were also thrilled by the success of the program on mobile devices – as mobile readers represented over 70% of the traffic on the hub.

Finally, the number of visits on the hub exceeded our estimations by 65%!