CASE STUDY: John Lewis promote their home range through IPC

Provided by Time Inc. UK
IPC helped John Lewis by maximising exposure of their latest catalogue using magazines & online.
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What was the Challenge / Background of the Campaign?

As Britain's favourite retailer, John Lewis is well known for its extensive product range and "never knowingly undersold" promise. Less well known however is the extent of its range of home furnishings and its unique customer services. IPC Southbank's Home Interest titles include some of the UK's top Homes magazines - Homes & Gardens, Livingetc, Ideal Home & 25 Beautiful Homes. The key objectives of the print campaign were to raise awareness and purchase intent for John Lewis' new autumn home range through maximising exposure of their latest catalogue.

What was the Campaign Objective?

To raise awareness of John Lewis' new autumn home range In addition to this John Lewis really wanted to be seen as an inspiring brand that encouraged customers to use their products and services when improving or decorating their homes; whether large or small scale.

What was the Solution?

The John Lewis campaign was an integrated magazine and online approach across IPC Southbank's Home Interest titles and House to Home website throughout autumn 2009. This ensured maximum exposure to an engaged audience. Knowing that cross-platform partnerships work effectively, IPC Southbank ensured that the campaign was also supported by the banner and MPU display adverts and a dedicated feature online. This drove traffic to the John Lewis website for research and purchases.

What were the Results?

Research conducted by the IPC revealed that the campaign provided inspiration, with 66% encouraged to loo at John Lewis for things in their home. Strong brand consideration was achieved with a 26% point uplift in consumers considering visiting John Lewis when purchasing an item for their home. The campaign raised awareness of the John Lewis home range, with a 23% point uplift in those who agreed that John Lewis had products to suit all tastes and styles. Purchase intentions increased with 8 in 10 respondents being more likely to purchase from John Lewis in the future.

What were the Key Learnings of this Campaign?

IPC Southbank's Home Interest titles are trusted brands and seen as the ultimate sources for beautiful ideas and information, empowering home-owners to make the most of their properties. IPC Southbank provided the perfect location to target loyal customers actively interested in their homes.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsABC1 audience with a strong female bias
35 - 44
45 - 54
55 - 64
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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