Our Challenge/
With a new and improved editorial strategy, more! magazine wanted to gain more exposure over and above their competitors to showcase their content and build consideration. They also wanted to build on their Facebook presence and their consumer database.
The Collaboration/
more!’s fashion content stood out as the biggest hook for 16-24 year old girls as shopping is their favourite past time, with an average spend of £300 per month and they have a voracious appetite for online content – particularly around fashion.
The two key environments in which these girls consume fashion (beyond magazines) are online and on the highstreet. more! already had a strong Facebook profile with 35,000 fans. Our concept combined the key insights with more!’s Facebook and introduced highstreet retail through a carefully negotiated partnership with Miss Selfridge.
The Creation/
The issue for more! was two-fold: perception and cut-through. We created the Style of the Day (SOTD) campaign, which provided more!’s Facebook fans with a daily SOTD (a full outfit created from Miss Selfridge’s range) and accompanying daily fashion fashion tips, every day, for a month along with weekly stylist podcasts. The SOTD concept allowed us to partner with a high profile, popular, aspirational highstreet retailer, opening up totally new online and offline communication channels for more! including extensive nationwide in-store POS driving girls to more!’s Facebook profile, in-bag magazine sampling and a digital partnership with MissSelfridge.com. The content and partnersehip ensured more!’s fashion credentials were well and truly cemented from the off and they were able to engage not only existing but new Facebook fans about the magazine’s revamped content.
The Connection/
SOTD allowed us to be single minded in our presentation of more! magazine as fashion and style experts. The daily and weekly content and competition were highly engaging and by teaming up with Miss Selfridge, more! gained unrivalled cut-through against their competitors and a reach of millions offline and over 300,000 online. The online content generated huge excitement, drove WOM and smashed the targets set including a 23% increase in Facebook fans in 1 month (5x target), 23,000 competition entries (53% higher than targeted) and weekly purchase intent increased by 40.6%. All of the Miss Selfridge featured items out-sold non featured items by an increase of up to 8.5 x normal rate-of-sale (Miss Selfridge’s standard measure of success).
The campaign has gone on to be recognised as ‘best in class’ winning an MAA for Best Communication Campaign featuring Owned Digital Media – no wonder we are building on the work with a renewed partnership this year.
