CASE STUDY: Time Inc and John Lewis Flooring Service
Provided by Time Inc. UK
A special feature in association with John Lewis, covered all aspects of flooring and provided inspiration/ideas readers
What was the Challenge / Background of the Campaign?
This campaign would have a strong appeal to our audiences as our research indicated that a large proportion were planning to buy flooring. This was particularly true for Ideal Home, Livingetc, Homes & Gardens and Country Homes & Interiors readers. One insertion in each of these titles would reach 749,000 adults who had shopped at John Lewis in the last year.
As for online, our research also indicated that 36% of housetohome.co.uk users intended to buy new flooring.
What was the Campaign Objective?
To make John Lewis well known for flooring and be consumers' first port of call.
To fully showcase products and explain their flooring services whilst communicating key messages: breadth of range and ease of service.
To drive interest, footfall and sales.
To show that John Lewis can serve as inspiration for every home.
What was the Solution?
A special feature in association with John Lewis, covering all aspects of flooring and providing inspiration/ideas for the reader as well as advice on suitability and services available.
Advice from John Lewis experts and buyers included throughout in the form of Q&A's and quotes. The last page would have a call to action to the John Lewis website.
What were the Results?
AWARENESS:Those exposed were 45% more likely to be aware of John Lewis flooring range.
BRAND PERCEPTION: 82% of those exposed described John Lewis as stylish, 77% as helpful and 76% as inspiring. 6 in 10 agreed that the floorings were of high quality.
The audience were 40% more likely than the unexposed group to associate John Lewis with convenience and practicality.
ACTION: When looking at buying flooring, those whose saw the campaign were more than twice as likely to visit a John Lewis store than those unexposed.
What were the Key Learnings of this Campaign?
+80% thought the campaign was interesting and 7 in 10 said it was memorable. Moreover, 9 in 10 readers recalled seeing the magazine pull-out at least once and over half of visitors to housetohome.co.uk recalled seeing the online feature. 1 in 4 housetohome.co.uk users visited the John Lewis website after seeing the online feature.