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

‍AT A GLANCE

The goal: To prove that influencer marketing could drive measurable commercial outcomes - boosting awareness, improving brand perception, and delivering a minimum 4:1 ROI.

The approach: Powered by ThisThat’s Simulated Managed Service, two campaigns were run - one to uncover key insights, and the next to optimise performance based on those learnings.

The results: 

• 6:1 ROI, exceeding the 4:1 target
• Meta revenue +13% over goal
• 103,738 potential new customers
• ‍Awareness Cost Per 1,000 Lifted (CPML) reduced by 29%‍
• Consideration CPML reduced by 27%
• 2x Simulated Managed Service reports (Q4 2024, Q1 2025)

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THE GOAL

Greater Anglia partnered with Atomic Supernova and ThisThat to prove that influencer content could do more than drive awareness - it could deliver measurable commercial outcomes. The campaign’s objective was clear:

• Achieve a minimum 4:1 ROI
• Increase digital ticket sales
• Grow brand awareness across the East of England
• Improve perceptions of value for money, especially among leisure and commuter audiences

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THE APPROACH

Using ThisThat’s Simulated Managed Service offering, Greater Anglia ran two consecutive campaigns. We identified high-performing creators aligned with key audience interests, tested content formats across Instagram and TikTok, and ran influencer content alongside traditional paid social to compare short-term efficiency.

The approach harnessed the power of Brand Lift to:

• Identify high-performing creators aligned to key audience segments and passions
• Test content formats and platforms (Instagram vs TikTok)
• Run influencer content alongside traditional paid social to compare short-term efficiency
• Understanding what’s working and why across the full funnel, using ThisThat’s Brand Lift solution to measure awareness, curiosity and consideration, and link it directly to revenue outcomes.

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Success meant proving that influencer marketing could do more than generate reach. It needed to perform at every stage of the funnel and justify its role as a revenue-driving channel.

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THE RESULTS

One core insight changed everything: When Greater Anglia switched the messaging to focus on the offering of fast, direct trains between London and East Anglia, curiosity and action followed. This simple insight became the fuel that built affinity and got people booking tickets.

The campaign exceeded every commercial and brand objective:

• 6:1 ROI, surpassing the 4:1 target
• Meta revenue +13% over goal

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Campaign 1: Uncover the Driver of Action

• +14pts awareness, adding 85,432 newly aware consumers at a CPML of £119
• +17pts consideration, adding 103,738 potential customers at a CPML of £98

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Campaign 2: Optimise Based on Insight

• Awareness CPML reduced by ↓29% (£119→£84)

• Consideration CPML reduced by ↓2% (£94→£71)

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ThisThat’s data also uncovered key platform and audience insight. TikTok performed best among women under the age of 35, while Instagram delivered stronger results with men aged 35 to 44. In terms of messaging, Duo ticket offers resonated more with women, whereas Group ticket offers connected better with male audiences.

ThisThat uncovered the key drivers through the entire funnel: When people became aware of Greater Anglia’s fast, direct train routes, their curiosity increased. Curious consumers were 1.3x more likely to feel affinity, and those with affinity were 2x more likely to book. That full-funnel logic shaped every creative and media decision.

Greater Anglia now sees influencer activity as a performance lever. This campaign proved its commercial role at scale.

“This was a commercially led social strategy that directly influenced our investment decisions. The data didn’t just tell us what happened - it told us what to do next. That’s where ThisThat and Atomic Supernova really stood out.”

- Head of Commercial Development, Greater Anglia

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“ThisThat has this incredible ability to show: what is the data really telling us? Why is it really working? And what do we do with that? They helped us move from insight to action - faster than we ever had before.”

- Tom Sneddon, Co-Founder, Atomic Supernova

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ThisThat: Lift Your Influence. Growth Fearlessly.

ThisThat partnership with Atomic Supernova proves what’s possible when performance, creativity and insight are aligned. Providing the best data & insight to understand the drivers of performance, with actionable insight across the three levers (creative, targeting, distribution) strategy shaped by evidence, ThisThat helped Greater Anglia unlock real commercial outcomes - at scale.

Want to increase your campaign performance, turning data into increased ROI? Let’s talk.

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