A multi-channel digital campaign to drive engagement with leading publisher’s Open Access offer

Brief

Taylor and Francis, a leading academic publisher in the UK briefed KISS to raise awareness for its Open Access offer in the US. The aim was to make T and F front of mind with potential STEM authors when they were considering where to publish.

Solution

We created a unique, cut-through campaign highlighting the ‘Great Things’ that have come from T and F’s Open Access research, from climate innovations to bee colony loss and more. With our education sector expertise, our strategy team developed target personas and customer journeys which enabled us to build and activate a multi-channel campaign strategy directly targeting relevant academics located around tier 1 universities in the US. The campaign was activated via programmatic and mobile media, paid email and social as well as key education publications such as The Chronicle of Education.

Result

The campaign delivered over 5.5 million impressions and reached 109k members of the target audience (46%). LinkedIn reach alone was 64,273 unique users with a frequency of 4.74 and paid email via the Chronicle of Education had an outstanding open rate of 37.5%.