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CASE STUDY: eMusic memostick increases brand standout by 70%

Provided by Guardian Newspapers Limited
A memostick on the front of an Observer Magazine helped eMusic's brand stand out and drove traffic to their site.

What was the Challenge / Background of the Campaign?

eMusic's aim was to drive traffic to their site and to persuade customers to take a free 14 day subscription to their audio content. They also wanted to raise their brand profile, and to emphasise that they offer a wide range of music suitable for all digital audio devices. A memostick was identified as the ideal solution; the self adhesive sticker was a cost effective, innovative way to make eMusic's message stand out.

What was the Campaign Objective?

Drive traffic to the eMusic site and persuade consumers to take a free 14 day subscription to their audio content.

What was the Solution?

The front cover of the Observer Music Monthly (OMM) was the perfect location for eMusic's memostick. OMM is a key magazine for the industry and has a readership of affluent professionals who are passionate about a wide range of music. eMusic chose to test the effectiveness of their campaign using Guardian News and Media's Brand Aid Panel.

What were the Results?

Research showed that 70% of Observer readers questioned noticed the ad. 42% OMM readers said they would visit eMusics site as a result of seeing the ad. A quarter of readers said they would stick the memostick elsewhere to keep, thus extending its impactand. 30% said they planned to download songs from it. OMM was perceived as a good fit for eMusic's advertising by 86% of readers.

What were the Key Learnings of this Campaign?

A memostick on the front of Observer Music Monthly helped eMusic's brand stand out and drove traffic to their site. The ad improved perceptions that eMusic is an innovative brand and offers a wide range of content suitable for all digital audio services

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsReaders of Observer Music Monthly
25 - 34
35 - 44
Both
AB
ABC1
NATIONAL PRESS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALSAMPLING
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