InfluencerMarketingCampaignInfluencer Marketing Campaign

Campaign Objective:

To position The Economist as a trusted news source among students, focusing on cultivating an informed, news-engaged young audience. This campaign leveraged the reach and credibility of a prominent educational influencer known for her impact within the law industry.

Target Audience:

• Primary: Students aged 18-25, primarily in law, politics, and social sciences, who are interested in deepening their knowledge of global news and current events.
• Secondary: Educators, professors, and mentors who guide students in academic fields where critical analysis of current events is essential.

Location: United Kingdom

Key Message:

“Stay informed with The Economist. Expand your worldview and enhance your academic insights with a reliable, in-depth news source. By staying updated on global issues, students can boost their critical thinking and analytical skills.”

Campaign Tone & Voice:

• Trustworthy and informative: Emphasizing The Economist's reliability and depth of reporting.
• Intellectual and inspiring: Positioning The Economist as a catalyst for intellectual curiosity and academic excellence.
• Relatable and engaging: Showcasing how students can seamlessly integrate current events knowledge into their studies.

The Economist's goal was to establish itself as a go-to resource for students across the UK who seek credible and engaging news coverage. To accomplish this, we collaborated with Bilan, a well-regarded influencer within the law community, known for her relevant content on news literacy and student life. Her established rapport with an academically inclined audience made her an ideal partner to naturally promote The Economist's offerings.

The campaign spanned two months, allowing Bilan to create a series of content pieces that integrated The Economist into her routines, such as morning reads, study breaks, and news discussions. This genuine approach highlighted how staying informed with The Economist can benefit students' academic lives and personal growth.

Rather than pushing subscriptions, the campaign subtly showcased The Economist as a staple resource, underscoring its value in supporting critical thinking, global awareness, and knowledge acquisition. This positioning as an educational ally helped establish credibility, making The Economist a compelling choice for students seeking reliable news sources.

At InnovateUnity, we believe in the power of thoughtful, purpose-driven marketing, and our campaign for The Economist exemplified this. Our mission was to engage students and position The Economist as a trusted news source that fuels academic and personal growth. By collaborating with Bilan, a respected law influencer, we achieved a total reach of 2.1 million, 16,000 likes, 3,049 shares, 1,528 saves, and 100% positive brand sentiment.

Bilan's authentic and relatable content seamlessly integrated The Economist into the daily routines of students, from morning reads to study sessions. Her emphasis on the importance of staying informed resonated deeply with her audience, showcasing The Economist as a catalyst for critical thinking and intellectual curiosity. By positioning The Economist as an essential academic ally rather than pushing direct subscriptions, we built lasting trust and engagement, making it the preferred resource for students seeking reliable, in-depth news coverage.