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Case Studies

 

Launch of Nuts Magazine

Launch of Nuts Magazine

Resonate PR consumer men’s campaign

Brief:

-To create massive hype around the launch of Nuts magazine

Goals:

- Be the first to communicate with the media
- Generate mass media coverage in launch month
- Own the voice of 18-34 men by having a point of view on all relevant topics through Nuts spokespeople
- Communicate the Nuts brand to the target audience by PRing content and generating stand alone PR content
- Ensure that Nuts is the first media resource for “man opinion” and to become the generic “men’s media”

Approach:

- Capitalise on the rivalry between IPC and Emap
- Create unique, branded PR stories to maintain presence on news agenda
- Position the editorial team as ‘the voice of men’

The results six weeks post launch:

- 77% awareness was achieved
- 139 launch story media hits in January

Stories, tactics and coverage:

- Footballers and their cars – Achieved blanket coverage
- Men’s propensity to exaggerate
- Sex in the workplace statistics
- Types of irritating colleagues in the office
- Top 10 funniest gags of all time
- Placed the whole editorial team on TV and radio (Radio 1, Virgin, BBC News, Sky News etc) making them the voice of men


The results 10 months post launch:

- £650,000 of coverage generating over 120million opportunities to see or hear
- Nuts achieved 7.5 times more (139 hits compared to 19) hits than Zoo
- Nuts owned 60% of the media share of voice of the category
- 85% of total coverage achieved was based on magazine content allowing readers to directly trial weekly content
- 38 out of 42 issues were supported with media coverage, creating a constant media presence since launch

The Value:

Nuts is now the biggest selling men’s magazine in EUROPE selling over one million copies per month.

AJR
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