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CASE STUDY: Sponsored Editorial Feature in Psychologies

Provided by Hachette Filipacchi (UK) Ltd
Sponsorship of an editorial feature 'a Portfolio' - exploring one subject in depth over 10 pages. Featured e.g. Women & Careers.

What was the Challenge / Background of the Campaign?

The client was looking for a way to communicate with readers over and above advertorial pages. They wanted a creative idea that ensured they engaged with readers and worked in partnership with editorial by focusing in depth on one topic that concerned our readers - in this case women and careers. Other subjects that would be key for Portfolios include, anti-ageing, self-esteem, travel, fashion and communications.

What was the Campaign Objective?

To raise awareness of Nivea amongst the readership in a unique way. To work closely with Psychologies editorial to create compelling and engaging content for readers. To promote Nivea beauty products to readers in an editorial environment

What was the Solution?

Unique 10 page feature written by Psychologies editorial in a format that reflects editorial style. By approaching beauty in a different way, Nivea was associated with a fresh and imaginative feature. To increase interactivity with readers, Psychologies reader panel were asked to fill out an online questionnaire and results provided key insights into the views of the audience and the information was used to support the feature. Editorial provided up to the minute research giving the feature sincerity and authority.

What were the Results?

The Nivea client's testimonial says it all - "We were really impressed with the thought and creativity that went into both proposals and were equally happy to see the results look even better than we had imagined. Strong, but subtly integrated branding and most importantly for us, a totally editorial feel that was a close fit with rest of the content of the publication." Luci McQuitty, Senior Press Officer, Beiersdorf UK Ltd

What were the Key Learnings of this Campaign?

Psychologies provided Nivea with 'money can't buy' talent and top of the range research, including research directly from their consumers - the reader panel. Through a unique sponsored feature Nivea was able to get closer to editorial and closer to the reader. Advertisers are constantly looking for partnerships that go beyond advertorials and gives them a fresh approach - Psychologies Portfolio ticks all these boxes.

BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100kAffluent women aged 25-44
25 - 34
35 - 44
Female
AB
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERSRESEARCH
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