CASE STUDY: Louise Triumphs on hellomagazine.com

Provided by Periodical Publishers Association
Triumph launched a campaign to promote Louise Redknapp as their ambassador & drive traffic to the "Louise Loves" website.
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What was the Challenge / Background of the Campaign?

In summer 2008, lingerie brand Triumph launched a campaign to promote Louise Redknapp as their celebrity ambassador. One element of the campaign included launching the "Louise Loves" website, which provided a mix of lifestyle, fashion and beauty content including the latest lingerie ranges from Triumph.

What was the Campaign Objective?

Increase traffic to the "Louise Loves" website and promote the interactive element of the site to users. Increase awareness of the Triumph range.

What was the Solution?

Triumph wanted to target two types of women: 'confidence needers' and 'lingerie lovers'. hellomagazine.com could accommodate both target groups. Research demonstrated that 59% of hellomagazine.com users are ABC1 and aged 25-54, as well as being massive online shoppers with 66% of users having bought clothing and accessories online in the past 12 months. To reach the target audience, the campaign included display advertising on hellomagazine.com, banners on the weekly e-newsletter, and an advertorial linked to the "Louise Loves" website.

What were the Results?

The advertorial generated an impressive click-through rate of 2.16%, which resulted in hellomagazine.com being one of the top performing websites for this campaign.

What were the Key Learnings of this Campaign?

"We chose hellomagazine.com for this campaign because of the excellent brand fit. We worked closely with hellomagazine.com's advertising team to create a fully integrated and interactive campaign, which proved to be extremely successful. hellomagazine.com was a great performer for the "Louise Loves" campaign." Louise McCue, online buyer, Maxus.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsABC1 women aged 25-54. Click-through rate of 2.16%
25 - 34
35 - 44
45 - 54
Female
ABC1
MAGS / CONSUMER
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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