Boston Globe Increases Lead Gen Rate by 11% by Asking Questions

Jumping right into the holiday cookie craze, The Boston Globe launched a lead generation campaign using an e-cookbook, Cookies – Recipes to Satisfy Your Sweet Tooth, as the reward. They promoted the campaign with paid and owned social posts, encouraging viewers to find the perfect holiday cookie recipe for them and get a free download of the cookbook. They A/B tested the campaign with another reward: entry to win a Crate & Barrel gift card. They increased their Click-to-Lead Rate by 11 percent with this campaign, compared to non-Jebbit campaigns.


  • Lead generation
  • New subscribers
  • Market research

Campaign Execution

Jebbit’s design team produced a custom landing page and worked with the Globe’s consumer marketing team to develop the campaign. You can check the cookie quiz out here. The questions asked viewers about their favorite cookie ingredients and baking habits, and once they found out their perfect recipe, they could enter their email to receive it and the entire e-cookbook.

Boston Globe Cookie TutorialBoston Globe Cookie Question


  • 11% increase in Lead Gen Rate (compared to non-Jebbit campaigns)
  • 94% Completion Rate
  • 77% Claim Rate