A Million New Users for a Subscription App

Bringing "Fun With a Purpose" to the next generation of parents and children

950,000
— App Downloads
611,000,000
— Brand Impressions
$6.00
— Profit per Subscription
$1.60
— Cost Per App Install

Background

Highlights for Children is a seventy-year-old family owned print magazine company $100 million+ revenue, 2 million print subscribers Three main marketing channels: direct mail, doctor’s office waiting room, and classroom affinity program.  While Highlights has thrived in an environment where many print publications suffered, their future is in delivering their excellent content to future via connected mobile devices.


Business Objectives

Highlights needed to prove the business case for digital subscriptions and meaningful revenue via their mobile apps. They needed to acquire subscribers profitably and at scale. Long term, Highlights needed to become relevant to the next the next generation of parents and children who no longer subscribe to monthly magazines but consume their content instantly on mobile devices.


 
Highlights for Children Cumulative Mobile App Subscriptions

Highlights for Children Cumulative Mobile App Subscriptions

 

Results

Highlights engaged GameChangerSF to promote its subscription-based mobile apps. We helped them set up their analytics to track installs and profitability to advertising source. Using mostly Facebook with precise targeting of parents of 4 to 8-year-olds we generated a hugely successful campaign with an average acquisition cost of $1.60 per mobile app install. We helped Highlights prove the business case for subscription-based products and ensure future generations will continue to be delighted and learn with quality Highlights for Children content.


Phil Shpilberg