Record Breaking Revenue

What On Earth!

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increased roi on
ad spend

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Decrease in Cost
Per Acquisition

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Increase in Conversions

CLIENT

What on Earth! Magazine is an award-winning, non-fiction periodical for children aged 7- 14, created in partnership with Encyclopaedia Britannica. Each issue aims to make learning fun and encourage a love of reading through engaging facts, photos, and articles. A client for two years, our campaigns are focused on driving new 6- and 12-month subscriptions while building brand awareness.

CHALLENGE

The primary goal was to kick off their critical peak season with a record-breaking September, setting a strong foundation for the upcoming Christmas period. This was a make-or-break month. The challenge was immense: they faced a declining print industry, competition from larger businesses with deeper pockets, and had a significantly smaller budget than the previous year. We had to achieve more with less.

STRATEGY

The strategy was centred on maximum efficiency, implementing an omnichannel approach that applied key learnings from the previous year to make a smaller budget work harder.

Launched a smart, omnichannel funnel, using Meta for cost-effective, evergreen brand awareness and Google Search to capture the high-intent traffic it generated.
Developed resonant, data-backed creative that focused on key parental pain points ("get kids off screens") and motivations ("help kids fall in love with learning"), using social proof and USPs.
Simplified audience targeting, removing complex segmentation to let the powerful creative find the most relevant users, thereby improving algorithmic performance.
Created early buzz and urgency with a limited-time "early bird" discount, encouraging immediate action from potential subscribers.

IMPACT

The campaign delivered the most successful September in the company's history, dramatically increasing profitability and efficiency while operating on a reduced budget.

Achieved a 124% increase in ROAS, transforming the campaign from unprofitable (0.96 ROAS last year) to highly profitable (2.15 ROAS).
Slashed the Cost Per Acquisition by 46%, falling from £35.61 to an efficient £19.21.
Secured 16% more conversions than the previous year, while also increasing the Average Order Value from £34.20 to £41.42.
Generated a record-breaking £7,041 in revenue for September, all while spending nearly £2,000 less than the previous year.

THE BOTTOM LINE

By leveraging past learnings and focusing on creative that addressed true customer pain points, this campaign proved that a smart strategy can deliver more growth for less spend. This record-breaking month provided a powerful start to the peak season, validating an efficient omnichannel model and setting a new, more profitable benchmark for their advertising efforts.