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May 24, 2016: A Financial Times B2C marketing campaign has won the Most Effective Programmatic Buying Mobile Campaign category at The Drum’s Marketing on Mobile Awards.
The campaign, designed by agency Essence, aimed to capture attention, build excitement and drive users to FT.com for a 24-hour paywall freeze. The campaign targeted a young, international, and connected audience. The result was a 31% increase in year-on-year subscriptions at a 18% year-on-year reduction in the cost per subscription during the campaign cycle.
The campaign was also shortlisted in the following categories:
Mobile Sales Promotion/Lead Generation/Direct Response/Strategy
Integrated Media Strategy/Campaign
Most Effective Mobile Advertising Campaign/Strategy
News/Media/Publishing Mobile Strategy/Campaign
The MOMA Awards celebrate the campaigns, brands and strategies at the forefront of the mobile industry. Find more details and a full list of winners here.
Read more about the FT campaign’s design and results here.
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About the Financial Times
The Financial Times, one of the world’s leading business news organisations, is recognised internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the FT has a combined paid print and digital circulation of 793,000. Mobile is an increasingly important channel for the FT, driving half of total traffic.