Sainsbury's clothing line TU wanted to re-launch and change their positioning from a 'Tights and T-shirt' solution to a clothing brand offering breadth of choice. They wanted to tempt shoppers to consider browsing the full range more often to see TU as a great place to search for wardrobe essentials.
At Bauer we already knew that Heat works well for word of mouth and influence. The brand is recognised as down to earth and our StarStyle section shares up to the minute trends which other magazines don't spot. The heat audience is upmarket and likes to spend on clothes, beauty, entertainment and going out. In essence the heat brand was the perfect environment for Sainsbury's TU to create a regular dialogue with their target audience bringing 'feel good' style to life in a hugely relevant fashion environment.
We initiated a recruitment drive to find real women and give them that 'everyday feel good' experience in an extra special photo shoot with heat's style team and the experts from Sainsbury's TU. heat readers are obsessed with style and refer to heat for inspiration and advice on how to get the look, with the StarStyle section every week dedicated to leaders not followers. In week 1 we drove readers online to enter, for the following 10 weeks we kept the momentum up with 'Look of the Week' advertorials running in StarStyle. The activity culminated in a DPS announcing winners
Creating a unique campaign across print and digital, utilising editorial expertise and new digital functionality for heatworld.com the campaign is a great example of how we can activate our relevant platforms to develop a campaign with maximum impact for our clients. Over 15,000 scrap book views online. More than 11,000 clicks to heat-tu.co.uk •6,660 votes cast •759 style entries •Average dwell time of 1 minute and 41 seconds • Targeted Facebook campaign reach of over 1.3 million and over 10 million ad impressions generated by directional advertising on heatworld.com