Reader’s Digest Expands Audiences to Engage Foodies Everywhere
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117% lift in conversions
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20% lift in clicks
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70% lower eCPA
Solution:
Advertising
Goal:
Brand Awareness
Background
Founded in 1922, Reader’s Digest strives to enrich the lives of readers through a unique stream of content that inspires, informs and entertains on a personal level. Their editorial pillars cover health, family, heroes, humor, home, and food.
Their Taste of Home publication was recognized as one of America’s top cooking magazines, appealing to foodies everywhere. Reader’s Digest was on the verge of bringing to market an exciting new line of Taste of Home products. While their print audience base was large, their digital audience was limited in scale.
Goal
Reader’s Digest wanted to expand the reach of their campaign beyond their proprietary audiences to ensure foodies everywhere were aware of their upcoming product launch, not only their subscribers.
Solution
Reader’s Digest worked with LiveIntent to onboard their first-party audiences, expand those audiences against our graph, and combine third-party data from Prizm to target their audience across other culinary-related newsletters like Real Simple, Better Homes & Gardens, and Martha Stewart’s Living.
Results
Reader’s Digest expanded the reach of their campaign within the additional newsletters their readers actively read on a daily basis. The extended reach resulted in 117% lift in conversions, 20% lift in clicks, and 70% lower eCPA.
“Reader’s Digest launched an exciting new product line called Taste of Home certified products. With limited scale on our sites, we wanted to reach food enthusiasts in engaging environments and knew LiveIntent could provide this audience. On top of that, we were able to utilize our first-party data to hit known fans of Reader’s Digest & Taste of Home.”
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