The Problem

Daily Maverick is a news platform that punches far above its weight in the South African media space. Newsletter subscribers form an important part of the readership base and source of potential members. Daily Maverick was seeking to boost the growth rate of newsletter subscribers, event attendees and product sales with paid marketing campaigns to complement their owned channel efforts.

There are times when you just need to bring in the experts and that’s who Savvy are. Aside from the incredible results they have delivered, which has massively increased our subscriber base, they are an absolute pleasure to work with. Always on, always available and always guiding us in our marketing messages and target audiences. Algorithms change, new platforms are launched and everyone’s competing for attention; Savvy have their fingers on the pulse and will save your money, time and sanity.
Fran Beighton, GM Reader Revenue, Daily Maverick
Nicola and her team have been fantastic at delivering results and guiding us through this complex landscape. Our cost per acquisition dropped significantly when working with their team and it was clear that we were working with domain experts. We can’t recommend them highly enough and hope our competitors don’t read this.
Styli Charalambous, Co-Founder and CEO, Daily Maverick

The Solution

  • Crafted a paid media strategy to drive subscriptions, memberships and significant database growth

  • Meta ad creative was changed consistently to optimize content for target audiences

  • Audiences were updated frequently and ‘lookalike’ audiences compounded the growing database

  • Manual edits accommodated the changing audiences using multiple creatives, formats and text options producing engaging content daily.

  • Newly added leads were excluded from the target audience daily.

  • Leads were immediately rewarded with engaging content.

  • Analytics were set up to measure conversion to newsletter subscriptions, marketing initiatives, sales and paid subscribers.

Daily Maverick Social Media Advertising

The Results

After 18 months, Daily Maverick’s already substantial subscriber database has grown +57% solely from Savvy Marketing driven leads.

The initial Savvy campaign has since been extended as Savvy Marketing now delivers Daily Maverick growth through Social Ads, YouTube and Google Advertising in South Africa and internationally.

57%

Database growth from Savvy Marketing Leads