The Insight That Delivered 6:1 ROI: Greater Anglia x ThisThat x Atomic Supernova

The Challenge

Greater Anglia needed to boost brand awareness, shift perceptions around value, and drive measurable ticket sales through influencer marketing, with a target of 4:1 ROI. The challenge was not just to reach new audiences but to understand what would actually move them, turning creative content into a genuine commercial driver.

The Strategy

Atomic Supernova partnered with ThisThat to build a rigorously data-driven campaign from the ground up. The central insight that emerged was simple but powerful: when people discover Greater Anglia offers fast, direct trains between London and East Anglia, curiosity turns to consideration and consideration turns to purchase. That single insight shaped everything that followed, from creator selection to messaging to media strategy.

The Work

The campaign ran in two phases. The first wave introduced Greater Anglia to new audiences through influencer content, lifting awareness and consideration. ThisThat's full-funnel measurement tools tracked causal links between content exposure and commercial outcomes throughout. Armed with the data from phase one, Atomic Supernova turbocharged the second wave, doubling down on content that showcased speed and directness. AI-powered causal analysis and automated insights helped refine targeting and eliminate guesswork at every stage.

Results

The campaign generated £156,000 in Meta-driven ticket sales and £256,000 in total revenue, delivering a 6:1 ROI against a target of 4:1. The first wave lifted awareness by 76% and consideration by 56%, introducing the brand to tens of thousands of new consumers. The second wave continued to improve efficiency, with strong gains in cost per meaningful lift.

The Judges' Verdict

“The two-phase approach, the use of data to continuously optimise creative and targeting, and the transparent measurement framework were all highlighted as exemplary.”