Driving Digital Growth & Subscriber Engagement for US Embassy SPAN Magazine

Client Brief

US Embassy New Delhi aims to strengthen the connection between the people of the United States and India through its special SPAN magazine. Published in English, Hindi, and Urdu, the US Embassy SPAN magazine offers its subscribers a quarterly print edition and a monthly newsletter as well. The client reached out to us to enhance their brand awareness and increase their sign-ups through appropriate digital marketing strategies.

Our Endeavor

Our digital marketing specialists created a tailored campaign strategy to attract more subscribers during a three-month period. After performing in-depth research on the target audience and their online behavior and preferences, our experts designed campaigns focused on creating and managing online ads. Our work on this project involved several digital marketing approaches like a display campaign for the first month, followed by a search campaign and a Google AI or PMAX campaign for the following months. 

Our display campaign focused on placing ads on high-traffic websites frequented by the target audience. Further, the search campaign directed users to the new landing page, ensuring a seamless conversion experience. The original landing page suffered a lack of appeal and ineffective call-to-actions (CTAs). To address this, we implemented a redesigned landing page featuring strategically placed, action-oriented CTAs encouraging users to subscribe quickly and easily. Our experts then leveraged Google AI’s Performance Max to run cross-channel campaigns under our PMAX campaign.

Our strategy included but was not limited to designing ad creatives using eye-catching ad visuals, creating campaign texts in English, Hindi, and Urdu, and deciding the best timing and platforms to run the online ads. Two versions of the ads were made in each language to test which ones performed best. We compared the ads using A/B testing to identify the best performers, regularly checked the performance of the ads, and made necessary adjustments wherever required. Moreover, maintaining close coordination with the client, we also provided them with weekly updates on the ad performance and any adjustments made. 

The three-month campaign turned out to be immensely fruitful and even exceeded the client’s expectations. By combining impactful advertising strategies with a well-designed landing page, we helped SPAN Magazine strengthen its digital presence, significantly increasing subscriber engagement.

Project Outcome

Our work on this project significantly improved user engagement and conversion rates, contributing to a measurable increase in subscriber sign-ups across all campaigns.

• In the first month of our campaign, the number of sign-ups increased by 42%.

• By the second month, the increment in the sign-ups reached more than 50%.

• Before the third month could end, the number of sign-ups reached an all-time high with a whopping increase of 76%.

• The enhanced campaigns and optimized landing page together propelled subscriber sign-ups to exceptional levels.

• At the end of our three-month campaign, there was an increment of around 15000 in the number of subscribers.

Technology/Platform

Digital Marketing