Growing subscribers for independent football journalism

When Saturday Comes

How paid social and seasonal content tied to key events led to a huge increase in subscribers

Digital Marketing

Who are they?

Launched in 1986, When Saturday Comes is Britain's leading independent football magazine covering the sport at all levels. The magazine found its niche in the publishing boom of the mid-1990s and today it remains a mainstay in British footballing culture.

What is the project?

When Saturday Comes approached us to help them capitalise on the growing demand for magazine subscriptions that had spiked in the early days of the pandemic. We were tasked with handling their paid social media advertising strategy while keeping true to the ethos of the brand.

What are we doing?

Paid social media advertising, reporting and designing creative.

What did they say?

“As a small company we lacked the time and skills to create effective digital marketing. Little Mesters have revitalised our approach, making the most of our tight budget to produce great results while also being a joy to work with and full of ideas” - Thomas Hocking, Deputy Editor WSC Magazine

How did we do it?

We started with a plan to target key moments and dates. The budget would be maximised around these areas, and kept lower in-between.

  • Christmas
  • Father’s Day
  • Euro 2020(1)
  • New season preview

We used the below channels:

  • Facebook
  • Instagram
  • Twitter
  • Reddit

We used a mixture of the below to create our audiences:

  • 1st party data
  • Interest based audiences
  • Lookalikes
  • Communities
  • Followers of Twitter accounts
  • #tags
  • Keyword

28% YOY Increase
Revenue - December
76% YOY Increase
Revenue - January
91% YOY Increase
Revenue - February

What’s your story?

We love talking to brands about where they’ve been and what comes next. Give us a call and tell us about that next big project you’ve got in mind. Chances are we can help you share it with the world.