The London Business School Case Study aims to provide a deeper insight into the unique approach taken and subsequent results that were achieved during this campaign.

LBS’s main aim for the campaign was to drive engaged users to its website to increase traffic and downloads of its course brochures and ultimately, increase brand awareness to impact the number of enrolments for its courses. LBS decided against running a traditional retargeting campaign, preferring to align its elaborate thought leadership content with highly relevant articles on premium publisher sites in order to be seen as experts in its field. The campaign results were well above industry averages.