How Hello! increased brand consideration by 15%

The company

Launched back in 2001, now attracts over 40M unique users on-site every month. Hello!’s mix of lifestyle, celebrity, royal and entertainment content has resonated strongly with its audience, seeing great success across new platforms such as Snapchat, Apple News and TikTok, now reaching over 15M people across all social channels. Hello! continues to lead the way in the lifestyle and celebrity sector through innovation and revenue diversification.

The challenge

Hello! knew that its first-party data segments, powered by Permutive, positively impact metrics such as CTR across both display and paid media — an average of 33% increase. But the publisher was seeing an increased demand from clients to prove the uplift of commercial campaigns on brand awareness in their RFPs.

While CTRs are a traditional — but somewhat outdated — measure of success, a click is an unreliable or poor measure for brand awareness, consideration and campaign effectiveness. Hello! needed to go beyond the click and bridge client requests with the power of its data, and put a first-data strategy at the heart of responses to partnership RFPs.

"Hello!’s partnership with Permutive is an ongoing success story. Working with Permutive has helped us to unlock the value of our first-party data and opened new doors for us with advertisers while improving the quality of our RFP responses."

Tamsyn Spires, Publisher at Hello!

The solution

Hello! switched their DMP to Permutive last year to build a first-party data strategy. More specifically, the publisher wanted to understand and prove the strength of their audience, provide more granular insight and help bust some reputational myths for their advertisers. These would ultimately enable Hello! to have a stronger sales narrative and build relationships with their advertising partners further.

In the last year, the publisher has developed its commercial digital product, across display, social, content and e-commerce. Permutive’s platform was a key part of the product development roadmap, allowing the publisher to bring their product innovations together with a shared common theme of data and targeting at the heart of everything they do.

Project Drumbeat

The next step was to fulfil client requests and investigate what metrics they could offer that go beyond the click, and other traditional measurement benchmarks. Hello! launched Project Drumbeat in response, investigating how overlaying their first-party data segments on commercial campaigns can influence brand awareness and consideration.

The project involved a split test approach and a data journey, through site collection, segmentation and analysis, to targeting and optimisations in-flight. Permutive’s platform was used across the whole journey.

Robbie Bates, Head of Programmatic and Data Strategy at Hello! said: “With more and more partnership campaigns stressing the importance of proving brand awareness and consideration, we thought it would be interesting to explore whether we can tie this to the power of our first-party data.”

The subsequent audience insights are used to power campaign effectiveness reports at ‘Post Campaign Analysis’ (PCA) and on new RFP responses, building Hello!’s creative ideas and sales approach. “Project Drumbeat, powered by Permutive’s platform, allowed us to go beyond the click and prove the impact of our data on brand awareness and consideration,” said Bates.

  • 15%

    increase in brand consideration

  • 25%

    growth in digital partnership revenue year-on-year

  • 129%

    increase in brand awareness


Brand consideration increased by 15%

Overlaying audiences powered by first-party data increased brand consideration by over 15%. By using rich audiences collected onsite, Hello! drove better quality, more interested and relevant audiences to consume its branded content.

Digital partnership revenue grew by 25% YOY

Hello! has seen huge commercial success in digital — over 25% revenue growth year-on-year in partnerships — working with some fantastic brands including John Freida, River Island, Facebook and Swarovski. This success has been largely driven by new revenue lines and digital product innovation, including integrating Permutive to power its first-party data strategy.

First-party data drives results

Audience insights drove rebookings from key clients, as tests proved brand consideration and campaign effectiveness — a 129% increase in brand awareness of people who read the branded content versus those who hadn’t.

Confidence in answering RFPs

Audience insights are driving stronger narratives to help Hello! sell, upsell and rebook clients across entertainment, lifestyle, fashion beauty and technology verticals. Tier 1 clients have tripled spends YOY with increased insight and campaign effectiveness metrics being provided at end of campaigns.

Next steps

Hello! look to run similar Project Drumbeat tests on audiences powered by first-party data across on-site and creative display. Hello! also plans to build on its data story, expanding on metrics and measurement that go beyond the click, and deliver results for their advertising partners.

See how Hello! partnered with Permutive

"Permutive has been a key partnership for us to rapidly increase our digital commercial capabilities."

Robbie Bates, Head of Programmatic and Data Strategy at Hello!