The Power Of The Lean-Back Experience
Magazines have lost none of their ability to target a particular audience, integrating a number of channels to deliver campaigns that can transform a brand’s fortune.
When it comes to reaching a certain audience on a certain platform at a certain time, there’s not much that can beat magazine media.
With most major magazines now publishing content through a huge variety of channels, an armoury of choices are available to the brand marketer, who can target either general or niche audiences, safe in the knowledge that their ads will be delivered in exactly the right context, surrounded by top quality content that’s exactly right for the targeted audience.
Given that brands have been advertising in magazines for well over a century, there’s no shortage of success stories, but we’ve managed to choose five of the best from the past few years.
All using the power of the magazine brand, as well as the full range of platform options, to deliver results that would put a digital-only campaign to shame.
Hugo Boss
The trio of Lewis Hamilton, Hugo Boss and Men’s Health is a combination that would excite even the most gym-avoiding, fashion-fearing male, so when the magazine teamed up with the luxury fashion brand to host an exclusive event to celebrate the Australian Grand Prix, it was a match made in marketing heaven.
The event, which featured the F1 champion talking about the hi-octane world of motorsport and sharing his personal style tips, was exclusively promoted across the pages of Men’s Health magazine, as well as the title’s social media feeds and website, all pushing the readers and viewers towards the latest BOSS Mercedes-Benz fashion collection.
With the live stream of the event gaining over 480,000 impressions and hundreds of thousands more viewing content across print and digital platforms, the promotion was a roaring success. In total, the campaign reached more than a million people.
H&M
The international fashion brand wanted to introduce its customers to its brand new ‘Ladylike’ campaign, which aimed to challenge traditional feminine stereotypes by featuring women that are entertaining, opinionated, off-beat, fearless, independent and free-willed.
So they approached the publisher with a clear objective: create ‘intrigue, discussion and currency’ to promote the campaign, driving engagement and ultimately, sales.
Challenge accepted and achieved by positioning H&M within the ELLE brand, whose audience is smart, spirited, sophisticated and stylish.
As the title’s readership value meaningful experiences, the magazine created Ladylike Night, an exclusive event that celebrated women who embody the Ladylike spirit across fashion, creative sport and design.
Held in a H&M store, the event featured a panel of talented women who discussed what the term ‘ladylike’ meant to them in their respective fields.
The event was a huge success, not just for the 300 customers who attended, but the 343,000 who watched the live stream post and a further 19,000 who watched the live stream video.
With content published across the whole range of ELLE touchpoints, including print, online, social media and e-newsletter, the campaign not only proved to be a success on the night, but for weeks after the event.
Showcasing reach and socialisation assets of magazine brands at play.
Campbell’s Soup
The iconic global brand wanted to generate interest and excitement for their range of soups during the winter season, so they turned to NewsLifeMedia’s Taste magazine to create a campaign that would position Campbell’s as the nation’s ‘soup experts’ and increase sales.
Using a series of content and ads published across the media company’s food titles, the campaign yielded some impressive results.
Over 912,000 soup recipes featuring Campbell’s stock were printed out from taste.com.au in a single month, while print and online content increased purchase intent by up to 83 per cent.
The campaign also delivered on metrics such as talkability, with 46 per cent of consumers saying the ads increased their interest in talking to people about soups and stocks, driving the all-important word of mouth.
Myer
As Australia’s largest department store, Myer wanted to be the ultimate shopping destination for the spring horse racing season, so created a content partnership to showcase their fashion and accessory ranges.
Using their portfolio of fashion and style titles, Myer produced a series of editorial content, from a tailored spring racing booklet to exclusive advertorials highlighting Myer’s designers and the hottest trends of the season.
In total, 110,000 copies of the Myer Emporium Spring Racing broadsheet were produced and inserted into the Spring Racing editions of Elle, Harper’s Bazaar, Cosmopolitan and The Australian Women’s Weekly, giving a print reach of over 1.2 million readers.
Fashion galleries, native articles and videos were also produced for social media, which extended the reach by over 2.6 million, resulting in a stunning campaign that delivered a fantastic amount of paid, owned and earned media.
Latest News
Teyana Taylor Named Maxim’s Sexiest Woman Alive – The First Black Woman To Win The Title In 21 Years
This involves a lad's magazine & a sexist woman poll. Why not whack on some Oasis & pretend it's 2001 all over again.
AWARD Launches New Festival Of Creativity, This Way Up
AWARD has officially launched This Way Up: Australia’s Advertising Festival of Creativity. To be held at The Ovolo Hotel in Sydney’s Woolloomooloo from 10 to 17 August 2021, This Way Up will deliver a feast of events that will challenge and excite delegates by pushing creative boundaries and celebrating the very best creative thinking in […]
Sky News To Investigate ‘Australia’s Cocaine Crisis’
In a major joint investigation with News Corp Australia, Sky News Australia will blow the lid on the escalating cocaine war in an unmissable report, Australia’s Cocaine Crisis, this Sunday at 7:30pm AEST. Following last week’s Australian Federal Police-led sting of the century Operation Ironside, charging more than one hundred organised crime members, Sky News anchor […]
WhatsApp Doubles Down On Privacy In New Campaign
WhatsApp has reaffirmed its commitment to user privacy in a new global campaign, following controversial policy changes earlier this year. The Facebook-owned messaging platform revealed earlier this year it would be sharing certain data with Facebook as a condition of use, with the potential for this data to be used for targeted ads. The changes […]
Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]
Toys Come To Life With AR In New Big W Campaign Via RYOT Studio
BIG W has joined forces with Verizon Media’s branded content division, RYOT Studio, to give Aussies a new way to shop Australia’s favourite annual toy sale, Toy Mania, using augmented reality (AR). In a first for BIG W, customers can scan a WebAR code to ‘place’ select outdoor toys from the Toy Mania sale virtually […]
“Welcome To The Sh*t Show!” Reality TV Show Halted After Outbreak Of “Explosive Diarrhoea”
Production of a reality TV show in the US has been halted indefinitely after an outbreak of “explosive diarrhoea” occurred on set. The new show is called Ultimate Slip ‘N Slide and is a competitive adult version based on the famous kid’s backyard summer sliding game. Filming had been taking place at a ranch in […]
Fierce New Campaign Encourages People To Get Angry About Period Poverty
The #SeeingRed campaign by Hey Girls UK uses discordance to its advantage, conveying the frustration and disempowerment of period poverty. Hey Girls UK are a period brand seeking to end period poverty in the UK, selling period underwear, cups, pads, and tampons. They run on a ‘Buy One, Give One’ scheme, where for every product […]
Calls To Cancel Christchurch Terror Attack Film ‘They Are Us’ Grow In New Zealand
An upcoming film about the terrorist attack on a mosque in Christchurch, New Zealand, has been widely criticised for promoting a ‘white saviour’ narrative. Members of the Muslim community have also said it is “too soon” to fictionalise the shooting, which happened in 2019. White supremacist Brenton Tarrant murdered 51 worshippers at Al Noor Mosque, […]
Isentia Set To Be Acquired By Access Intelligence
Isentia has announced a takeover offer from Access Intelligence, which is subject to shareholder approval. Under the offer, Isentia shareholders will receive $0.175 per share in cash; this implies an Enterprise value of $67 million. Access Intelligence is a technology-led company delivering SaaS products that address the fundamental business needs of customers in the PR, […]
CHEP Strengthens Tech Offering With New Hires & Promotions
CHEP Tech, CHEP’s technology offering, has strengthened its Sydney team with new hires, including ex-Isobar engineering leaders, Tim Chapman and Kirill Frolov, alongside the promotion of Jacinta Karras to Head of Tech Programs and Charlotte Bruton’s role expansion from Head of Mixed Reality to Head of Innovation Strategy. Mark Gretton, chief technology officer of CHEP […]
Monday TV Wrap: Four Corners QAnon Ep Nets 700,000
After it was initially delayed, a Four Corners episode on QAnon, and a link between the conspiracy and PM Scott Morrison, aired last night. The ep – which had 722,000 viewers, as per OzTAM’s metro data – interviewed the family of Australian QAnon followed Tim Stewart. Stewart is a family friend of Morrison, who has publically […]
REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!
With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]
Commercial Radio Sees Rebound In Ad Revenue
New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]
Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping
Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]
How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach
It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]
Remote-Controlled Volkswagen Toy Car Delivers Euro Game Ball & Social Media Can’t Get Enough
This stunt proves a great idea will usurp a massive budget every time. Although blowing massive budgets is far more fun.
Sunday TV Wrap: Nine’s News & Celeb Apprentice Top Rankings, But Seven Steals The Win Overall
There's no better place to be on a Sunday than on the couch in your PJs & UGGs. Just remember not to go out in public.
“Come The F@ck On!” Fury As Man Charged $18 For Two Ice-Creams As Flake Shortage Grips UK
It's not one but two sweary headlines on B&T today. Let's say the office swear jar is starting to look f@cking full too.
“Repeat, This Is Not A Joke!” Adani Releases Climate Action Corporate Video!
As a warning, this could get the blood boiling. Unless you're one of those horrendous climate denying pains in the arse.
Facebook Joins Forces With Lifeblood To Launch New Blood Donations Feature
Facebook unveils important blood donating feature. But don't worry, it already knows if you're A, B, AB negative or 0.
Twilio Segment Launches Journeys To Help Marketers Improve Personalisation
Is your marketing personalistion proving as popular as being sneezed on on public transport? Well, don't blow this off.
New Zealand’s Favourite Ad Revealed
It's a public holiday in many parts of Australia today, hence why B&T's made the editorial decision to run any old shit.
Google Pays “Undisclosed Sum” For Amateur iPhone Shot Of A Seagull Eating A Chip For Latest Campaign
There is NOTHING worse than swooping seagulls stealing your hot chips. Well, aside from clowns or Tony Abbott, that is.
It’s Time To Refocus Customer Experience In The Era Of Risk
You could spend the Queen's Birthday holiday scoffing $1 hot dogs at IKEA or enriching the mind with this probing piece.
After 12 Months Of Lockdown, NSW Youngbloods Return With First Event Of 2021
Judging by this Youngblood industry event, adland's relationship with the booze industry appears as rock solid as ever.
Influencer Exposed For Faking Business-Class Flight
Admittedly, B&T has never faked a business-class flight. However, we regularly lie about the mile-high club.
“I Won’t Come To Your Workplace & Start F@cking With You!” TV Reporter Unloads On Hecklers During Live Cross
Revenge is a dish best served cold, yet this journo serves it with some fiery jalapeños & a squirt of Sriracha sauce.
A Naked Shane Jacobson Saves Water For Sydney Water
If it's got Shane Jacobson, you're guaranteed good fun. Well, maybe not 'Charlie & Boots', which was f@cking terrible.
Aussie Eco-Soap Company ‘Single Use Ain’t Sexy’ Makes Big Debut With Crowdfunding Campaign
Would you like something more sustainable on your pits, goolies or general orifi? This eco-soap company may rate.
