CASE STUDY:Re-launching TU by Sainsbury's via Bauer Media Brands

Provided by Bauer Media
A cutting edge and immersive brand experience in a hugely relevant environment

What was the Challenge / Background of the Campaign?

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.

What was the Campaign Objective?

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.

What was the Solution?

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

What were the Results?

Creating a unique campaign across print and digital, utilising editorial expertise and new digital functionality for 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 •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

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
25 - 34
35 - 44
45 - 54
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service