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RESEARCH: Using magazines to harness WOM in the drinks sector

Provided by Periodical Publishers Association
PPA research on magazines' ability to reach and activate influentials in the drinks category

What was the Challenge / Background of the Campaign?

Increasing focus is rightly placed on word of mouth and the influence of family and friends in purchasing decisions. This is the case for drinks as it is for other sectors. This PPA research confirms that, by targeting directly specialist communities of interest, magazines provide a highly effective medium for reaching and activating key influentials and early adopters in this sector. Find out more...

What was the Campaign Objective?

Drive word of mouth referral amongst key influentials to drive product reputation, awareness and sales.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsPredominantly young men aged between 15 - 34
16 - 24
25 - 34
Male
AB
ABC1
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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