OUP used Hum's Alchemist Taxonomy & Tagging Engine to run personalised call-for-papers campaigns: reader behaviour on Oxford Academic identified potential authors by topical interest, who then saw targeted pop-ups inviting manuscript submissions.
Benefits & outcomes
First campaign: ~5,600 impressions, ~260 clicks to the submissions page. Second: ~65,000 impressions, 1,300+ clicks.
Engagement up to 50% higher than email campaigns, beating paid and organic social benchmarks.
Now extended across journals and adapted for peer reviewer recruitment.
Notes & quotes
"Being able to target readers based on proven topic interests has focused our marketing efforts for calls for papers and made it easier to reach the right researchers, at the right time, with the right message." — Erin Ganley, Director of Marketing Strategy & Partners at OUP
Publisher / company: Oxford University Press (OUP)
Date of mention: 30/04/2024
Source: https://blog.hum.works/posts/case-study-oup-boosts-author-engagement