CASE STUDY: Domestos influence consumer perception using mags

Provided by Time Inc. UK
Domestos link on-pack promotion with magazine engagement to influence consumer perception of brand value.
Download Attachment View Website Contact Details
View all by this company Email to a Colleague

What was the Challenge / Background of the Campaign?

Domestos was ceding 'entire home hygiene' market position and sales to discounted rivals. The task was to increase perceived value by first upping consumer interest in 'cleaning'. Bleach is not the most interesting product to read about. So readers were drawn in through 'Project Pinny' - an on-pack token collect and redemption, yielding a stylish pinafore. A broad range of magazines was used from celebrity weeklies and glossy monthlies to older women's general interest titles. Display pages in both weekly & monthly titles launched the campaign to maintain awareness levels. Find out more...

What was the Campaign Objective?

To increase perceived value by first upping consumer interest in 'cleaning'.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsFemale audience - readers of Hello, OK, Now, Closer & Best
25 - 34
35 - 44
45 - 54
Female
ABC1
C2
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALSALES PROMOTION
Many more ideas on GetMeMedia.com   Click here to register and view them!

Search for Ideas

Age

Gender

Media Route

Marketing Route

Full Search Options
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners