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Greater Anglia partnered with Atomic Supernova and ThisThat to prove that influencer content could drive commercial outcomes—not just awareness. The goal: deliver measurable revenue and a minimum 4:1 ROI.
The campaign also needed to ladder up to key business objectives:
Powered by ThisThat’s Simulated Managed Service offering, Greater Anglia ran two consecutive campaigns: the first to test creative performance and platform impact, and the second to optimise based on those learnings, applying insight to drive even greater results.
The focus:
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.
This campaign set out to turn creativity into commercial value—and it delivered.
Here's the game-changer: When people discover Greater Anglia offer fast, direct trains between London and East Anglia, magic happens. This simple insight became the fuel that drove awareness, built affinity, and got people booking tickets.
The campaign exceeded every commercial and brand objective:
In Campaign 1, we delivered:
For Campaign 2, we applied those insights to optimise content, messaging and media. The result:
That’s a 29% reduction in CPML for awareness and 27% for consideration—proving that insight-led optimisation drove both stronger and more efficient performance.
ThisThat’s data also unlocked platform and audience insight. TikTok and Instagram both delivered, but in different ways. Atomic Supernova used this to tailor content—Duo offers resonated with women and under-35s, Group offers with men aged 35–44.
ThisThat uncovered the key drivers through the entire funnel: awareness of fast, direct trains sparked curiosity. 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.
Beyond results, the shift was strategic. 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
“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
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 data and insight into measurable growth in campaign performance? Get in touch to find out how to create campaigns that perform across the full funnel.
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We’re redefining brand lift for a new era—giving brands and agencies the confidence to grow fearlessly with a consistent, multi-platform approach built for influencer marketing.
Email:
info@thisthat.com
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