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The MIT Sloan Management Review (SMR) is a research-based magazine and digital platform for business executives published at MIT’s Sloan School of Management. MIT SMR explores how leadership and management are transforming in a disruptive world.
Challenge
MIT SMR approached inSegment to run an advertising campaign for the launch of a new podcast called Me, Myself, & AI, which explores Artificial Intelligence in business. Each episode features leaders from companies like Walmart and DHL who’ve achieved big wins with AI in their companies.
The campaign’s goal was to drive downloads of the podcast and was part of a larger marketing strategy, which included PR, email, and social media.
Solution
inSegment crafted a comprehensive paid media strategy comprised of hyper-targeted prospecting and retargeting campaigns. For a new-to-market podcast, a cross-channel and multi-touch approach was needed.
inSegment would reach interested audiences through various targeting tactics, including demographic, job title, keyword, and lookalike targeting.
Results
After a month-long campaign, inSegment delivered nearly 16,000 conversions. The campaign’s success can be primarily attributed to a finely-tuned audience targeting strategy and strategic use of effective ad formats across social platforms.
