Like many publishers, The Boston Globe wants to find new subscriber leads. Their marketing team constantly searches for solutions that will boost their lead gen and email capture rates in order to nurture new leads to subscription, while simultaneously gathering new insights and data. Their consumer marketing team decided to use our platform to achieve these goals, recognizing the importance of value-based exchanges between publishers and readers.
In the midst of the holiday cookie craze, the Globe launched a micro-content campaign promoting their e-cookbook, Cookies – Recipes to Satisfy Your Sweet Tooth. Readers were encouraged to unlock a free download of the e-cookbook by taking a quiz to find the perfect cookie recipe for them.
The quiz overlaid a custom landing page. The Globe‘s consumer marketing team distributed the unique URL using paid and owned social posts that highlighted the quiz and reward. Combining a great piece of content from their trusted food editor with a personality quiz was the perfect recipe for success – the Globe’s lead gen rate increased by 11 percent.