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Ecommerce Case Study: Chicago Tribune

Chicago Tribune is a daily newspaper owned by the Tribune Publishing Co. The primary goals of the campaign were to boost organic reach on Facebook, increase subscriptions, generate more qualified leads and increase eCommerce sales revenue.

80%

CPL reduction

20X

ROI increase

50%

Traffic increase

Strategy

  • Optimize CPA goals through testing ads for different eCommerce products
  • Scale current media buying on Facebook around getting new leads into the funnel, which included building new audiences, optimizing call-to-actions, and A/B testing new banners and videos
  • Build new landing pages for paid subscriptions
  • Test out direct linking to articles with a strategy centered around re-marketing paid subscriptions
  • A/B test different newsletter sign-up forms to get subscribers. Within these newsletters, test different audiences that convert at a target cost-per-lead.

Results

  • Dramatically increased the audience pool by capturing new audiences for the newspaper
  • Avoided clickbait-y tactics, relying on higher quality images and ad-copy to drive higher quality users 
  • Decreased CPL by 80%
  • Traffic volume increased by 50%
  • Increased ROI 20X
  • Significantly reduced CPC to below goal
Chicago Tribune case study
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