Case studies · Education
University of Miami
A paid feature on India Today, amplified through its social handles
A single article reaches the people who visit that page. The buy here included the amplification, so the feature ran on India Today as an Impact Feature and was then carried by the publisher’s own Instagram handle, where the audience is far larger than the article’s organic traffic. The post drew 65.7 thousand likes, which is the reach the placement was really bought for.
What it delivered
Buying the article without the social carry would have delivered a page nobody found; buying both meant the publisher’s audience did the distribution. For an overseas university in the Indian market, borrowing a national masthead’s credibility is the point of the format.
Format Branded feature with social
Publisher India Today
Social response 65.7K likes on the publisher post
Execution photography from the campaign, captured site by site as each placement went live.
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