ASDA wanted to build a consistent consumer led content strategy for their consumer facing magazine, website and social platforms. Approaching Hearst for our scale, brands, deep audience understanding and insights and decades of editorial expertise, they selected Hearst to deliver on their aim of transitioning from a marketing led media brand to a consumer led ecosystem of lifestyle content.
The challenge was in realigning the magazine, website and social platforms’ content strategy from communicating with a sales focus, to establishing a person centric direction. Our mission was to harness the audience lens and communicate with a shopper focus, readjusting the existing strategy to blend product with lifestyle content. There was an opportunity for ASDA to transition from producing solely food content, to a platform of rich lifestyle content including health, beauty, fashion and features.
We set out to define the ASDA audience. Putting mums at the centre of our strategy, we created a brand ecosystem around their wants and needs, lifestyles and shopping habits. By talking through a mums’ lens, we established a specific tone of voice, look and feel and set of content pillars that worked hard to deliver ASDA’s proposition: ‘Save money, live better’. This ethos that runs across all our content and champions key pillars including ideas and inspiration, money confidence, lifestyle support and in essence set out to show our audience that ‘Good Living’ is easy with ASDA.
Total combined ABC of 1,840,333 (ABC Jul – Dec 17)
92% of Asda customers said Good Living encouraged them to go on and purchase a product they had seen in the magazine
85% of readers said it encouraged them to search for products featured in the magazine
74% said it encouraged them to look for products online