Our approach
A series of advertorials in heat magazine supported by online activity on
heatworld.com consisting of a once a week live web-chat, traffic drivers, online advertorials and competition.
results
- 1,848 female respondents in total, all regular heat magazine and / or heatworld consumers.
Pre wave = 1,069 & Post wave = 779. - heat magazine sample weighted to its NRS profile.
- Spontaneous awareness of Very.co.uk significantly higher for dual exposed (print and online) consumers post campaign with an uplift of 85%
- 34% uplift in brand favourability towards Very.co.uk from dual exposed consumers - noticeably higher than for those exposed to just print (10% uplift)
- Dual exposed consumers showed the greatest increase in the likelihood to shop at Very.co.uk in future (55% uplift)
- Dual exposed consumers invariably displayed the greatest uplift in positive brand perception
– 22% uplift in Very.co.uk being ‘Stylish’ - Dual exposed consumers (who had visited the microsite) reacted most favourably to the campaign
- 81% of respondents agreed ‘it was relevant to me’ - The campaign has positively impacted consumer perceptions of Very.co.uk from brand awareness through to marked uplifts in claimed future purchase.
- Consumers exposed to both print and online creative were significantly more positive to Very.co.uk, highlighting the impact and efficacy of cross media activity.
