Choose speciality channel:   Choose sector channel:     Search the site

Case Studies

 

How Asda Magazine drove footfall with lifestyle content

How Asda Magazine drove footfall with lifestyle content

The Brief

As one of the UK’s leading supermarkets, Asda’s challenge is twofold: drive footfall and increase perceptions of fresh and quality - portrayed through the brand promise: “Saving you money every day”.

The Challenge

With print and paper costs soaring, how could Asda reach more – and potentially new – customers to deliver against the brief?

The Insight

Asda Magazine fulfills the highest expectations a reader has for any woman’s monthly magazine, even more so in a year of economic stress. The key messages running through the content are quality, accessibility, affordability and "achievability". To offer an enhanced experience, asdamagazine.com in HTML was re-launched in February 2010.

Asda Magazine is the UK’s most read women’s monthly* with over 5.7million readers** per month.
 
With 126,176*** monthly visits and six minute*** average read time, the online edition has evolved into a top-rating site in its own right, providing daily updates and exclusive added-value content.
 
The constantly growing recipe area provides thousands of easy-to-follow affordable meal solutions, making asdamagazine.com an authoritative online recipe resource that competes with BBC Food and Jamie Oliver in Google rankings.
 
Other digital output includes weekly enewsletters to 141,136 subscribers, plus banner ad creation.

Strategy

The core mission of any visit to Asda is the weekly shop, so we’ve made food content the mainstay of the magazine. The food zone delivers something for everyone – around 90% of readers use or intend to use the recipes that are featured. Asdamagazine.com expands the print version with videos, a full directory of recipes, and step-by-steps.

The print and online versions also include fashion and beauty, home and garden, competitions and community and entertainment. Inspiration, advice, tips, updates, and offers can all be found in the magazine, whether in print or on-line.

Implementation

To support this we took an integrated multi-channel approach and repurposed the magazine’s quality aspriational photography and inspiring content to extend ROI and reach through brochures, supplements and leaflets, websites, press adverts and point-of-sale displays.
 
Stand-alone brochures include guides to fresh product, meat and poultry, while the original location photography shot for the George Back to School brochure has been widely reused for schoolwear promotional activity.
 
The Christmas Gift Guide (print and online) increases quality perception and promotes the ‘everything under one roof’ range of gifts available at ASDA.
 
Other collateral produced and fulfilled as part of the integrated solution includes seasonal product and weekly offers leaflets for insert and door-drop activity.
 
Last but not least, the ASDA Media Centre team sells advertising in ASDA Magazine. They also work daily with 300+ ASDA suppliers and media agencies to plan and implement thousands of campaigns in over 15 different media channels including national press, magazines, online, radio, instore and outdoor e.g. taking over Wimbledon train station during the tennis tournament to promote ASDA strawberries.

Results

For customers: everyday solution-based content for an easier life at the right price.

For Asda: increased sales and customer loyalty: “the more they read, the more they spend in Asda and the less they spend in the competitive set” (TNS Superpanel).

Asdamagazine.com: 10% visitor growth per month, with 45% of these being new visitors.

Sources: *ABC **NRS ***Google

AJR
drug coupons transfer prescription coupon pet prescription discount card
abortion research paper abortion quotes abortion doctors
abortion photos web-dev.dk abortion at 5 weeks
side effects of abortion pill abortion hotline abortion clinics in indianapolis
forest laboratories patient assistance what is the generic for bystolic generic bystolic
bystolic generic bystolic savings card program generic for bystolic
bystolic daliresp patient assistance forest patient assistance
discount prescriptions coupons survivingediscovery.com prescription card discount
how much is the abortion pill website-knowledge.com abortion services
concorde 1world2go.com concordia rechtsschutz
cloradex costo cloradex bambini clorexidina

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.