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Marketing Case Study: LA Times

The Los Angeles Times is a daily newspapers owned by Tribune Publishing Company. The primary goals of the campaign were to boost organic reach on Facebook, increase subscriptions and generate more qualified leads through email newsletters.

 

80%

Increase in leads

30%

CPL reduction

50%

Traffic increase

Strategy

  • Generate more leads across 6 different properties
  • A/B test images for better conversion
  • A/B test different conversion forms to get a higher rate of subscribers
  • A/B test newsletter audiences to convert at a target cost-per-lead
  • Avoid click-batey tactics, relying on higher quality images and ad-copy to drive higher quality users 
  • Increase the audience pool

Results

  • Dramatically increased the audience pool by testing outside the traditional user base of the newspapers
  • Beat their cost-per-lead by 30%
  • Increased traffic volume by 50%
  • Increased number of leads by 80%
  • Increased click-through-rate
LA Times case study

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