Challenge
Subscriptions are the lifeblood of publishers to grow and retain their audience base. With the goal of acquiring subscribers for key titles, a leading publisher in the home and garden enthusiast space leaned into their social channel activity using Meta to reach targeted audience personas.
Solution
Alliant collaborated closely with the publisher to model and build a suite of custom audiences specifically for key enthusiast titles. Leveraging Alliant’s transactional approach, CPG, social and TV viewership data were used to build and optimize custom audiences that were activated on social media.
Results
The Alliant custom audiences activated on Meta reduced the publisher’s cost per acquisition (CPA) goal, improving the efficiency of their subscription acquisition strategy.
| Custom Audience | CPA vs. Goal | Data |
|---|---|---|
| Title 1 | 30% lower | TV Viewership |
| Title 2 | 15% lower | Social |
| Title 3 | 8% lower | CPG |
