Back to the Future | Classy Projects

01Difficulty

What made it hard.

First order value is misleading

The economics live at issue twelve. Optimise to issue one and you buy the subscribers who leave.

A catalogue that never stops moving

Thousands of items, each property with its own release schedule and feed problems.

Fandoms do not behave alike

A Star Trek collector and a Batman collector want different creative, offers and channels.

02Approach

What we did.

Acquisition judged on subscription length, not cost per first order
Feeds and Merchant Center across a very large, constantly changing catalogue
Campaigns built per licensed property
Rollout across multiple territories and languages

03Measurement

What we watch.

The numbers this account is actually judged on.

Cost per subscriber against expected subscription length
Drop off by issue number, where the real story is
Feed health and disapproval rate across the catalogue
Margin by territory, because shipping changes the answer

04Results

On results.

We do not publish client numbers. The only number that really matters on this account takes two years to know, which makes it a poor headline and a good conversation. Ask on a call.

05More

Other work.

Renault / Dacia / Nissan / Subaru

Paid media and lead generation for the four marque dealer group.

→02

Memorial Hospitals Group / Rememore

Patient acquisition across thirteen hospitals and a health tourism brand.

→04

Octopus Menu

A QR menu and ordering platform, built and taken to market.

→05

Gineko Cokan

Website, local search and paid media for a private clinic.

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Tell us where you are trying to get to.

Bring the two year picture, not this quarter's fire. You get a straight view on what has to happen first, and roughly what it costs.

hello@classyprojects.com