P&G wanted to create a programme of content that was useful, that specifically targeted the female consumer aged over 50. Working across all their categories, the business goal was both to extend audience reach and convert product sales through e-commerce. The content was created in the UK and distributed across 5 European markets.
We devised an ongoing calendar of digital content under editorial pillars ranging from food and home to health & wellness, fashion and beauty to grandparenting. Specific articles were informed by seasonal search and the needs of the target audience and honed to showcase the full range of focus P&G products.
Over the course of 18 months we produced more than 250 digital assets which were used by Victoria websites across Europe as appropriate. The assets were a mix of video and digital features and were then translated by local markets.
We created a dedicated editorial and production team to deliver beautiful, engaging videos and content that framed P&G’s products within the language of our audience lens. We drew upon our expert knowledge of this sector as well as our broad contact book of editors and writers in this space to ensure the content was relevant and targeted.
We also created four print magazines, Victoria, which were bagged with Good Housekeeping, to extend product reach within the UK market.
Shoppers who bought any of the magazines in Sainsbury’s spent 11.8% on P&G products more than a matched control sample.
Post-campaign the ‘exposed’ group spent 14.3% more than a matched control sample.
More than £1.7million incremental spend could be directly attributed to the four editions of Victoria magazine.