With lockdown hugely impacting the behavior of everyone in the UK, Grazia needed to act fast and be nimble to make sure they remained relevant, insightful and connected to their audience - if this meant looking at their plans and starting again, so be it!
Aware that more & more people are consuming magazines during lockdown. Magazines are playing to their core strengths providing audiences with connection & information, entertainment & inspiration, companionship & a much-needed escape. More importantly, today, it's not just what you say, but the WAY you say it. For the first time, judgements are being made daily on the behaviour of brands & companies and not just the products and services they provide. This meant Grazia needed to have the right messaging.
Incorporating the right tone of voice was the key element for this idea. Instead of going for the normal glossy, celebrity cover, the idea was for Grazia to respond to the crisis with a celebratory issue dedicated to the frontline NHS workforce, as a way of showing their huge gratitude for the selfless dedication to the UK population. Four different covers were created for that issue, each featuring a different NHS healthcare worker. The images were uniquely photographed in NHS car parks, maintaining social distancing, only taking a few minutes from their invaluable time.
Reached 73k - highest ever engagement on social media channels.
General Grazia subscription showing a 300%+ YOY increase in print and digital subscription sales during lockdown.