Month in Content Marketing: September 2017

October 2nd, 2017

Stockmann’s big content push, Vitality engages influencers and the rise of voice search.

Stockmann’s big content push – Iconic Finnish department store Stockmann has unveiled plans to develop a multi-channel, wide ranging content marketing program. The initiative, which includes a print magazine as well as a website and social media channels, was developed in collaboration with John Brown Media.

The website and magazine feature inspirational fashion, beauty and lifestyle content photographed and styled by a selection of well-known, international fashion/lifestyle photographers and stylists. The first printed magazine edition, Stockmann Magazine, is available in stores in Finnish and Swedish languages. The magazine will be distributed to all Stockmann stores in Finland and across the Baltics.

Jenni Lieto has been appointed as Editor-in-Chief of John Brown Finland and is leading the creative vision for the Stockmann content programme. Lieto most recently held the position of Editor-in-Chief of Finland’s leading women’s magazine Trendi, and launched – Finland’s first blog-based community for women. Lieto has now successfully recruited a raft of Finnish creative talent from Fashion Editors to Art Directors, in digital and print, to develop the programme alongside her.

Andrew Hirsch, John Brown CEO, says: “This is a significant programme with one of northern Europe’s most revered retailers and demonstrates our continued ability to deliver premium quality content to international customers. Our portfolio of work for department stores across the globe offers clients the opportunity to stand out in an increasingly competitive marketplace.”

More here.

JD Williams teams up with bloggers for new campaign – Online retailer JD Williams has unveiled its new-look brand with a multi-million pound advertising campaign.

The multi-channel campaign, which includes a 60 second and 30 second TV advert featuring an extensive range of autumn fashion, accessories, home ware and beauty products, is part of a wider rebrand to JD Williams THE LIFESTORE. The move celebrates the attitudes, interests and ambitions of its female customers and positions the brand as a modern online department store for the 45 – 60 year old woman.

The work is a collaboration between the brand, Carat Manchester, Time Inc. UK and Y&R London.

Dubbed ‘A Colourful Life’, the ad campaign stars five female models in a series of life moments including starting a new career, dating and reclaiming the home after children leave the nest, set to an uplifting soundtrack, Woman by the artist Ruelle. As part of the campaign, the brand has partnered with some of the UK’s top lifestyle journalists and most influential bloggers aged 45 plus to create ‘The Colour Council’, developed by Y&R London’s new Content and Partnerships Division. The Colour Council will create regular editorial content that will be published both in JD William’s new print magalogue,, which replaces the retailer’s traditional customer catalogues, and on the JD Williams website.

The brand hopes the inspiring campaign will challenge traditional preconceptions of women in their 40s and 50s, redefining what it means to be ‘middle aged’.

The TV launch will be supported with significant digital investment in video, social media and immersive display formats. Devised and created by Y&R London, the campaign will also introduce a new colourful JD Williams ‘living logo’, which will be animated when used digitally.

Pip Bishop, Head of Creative at Y&R London, added: “The brief from JD Williams was an exciting one, not just to think about their brand but also think about what women over 45 really want to see. We set about creating a new identity that resonated and represented this group. JD Williams THE LIFESTORE highlights what it means to be a mature women and life doesn’t stop at the age of 40.”

This focus on establishing strong editorial partnerships also includes a collaboration with Time Inc. UK for activity across its woman&home, Woman and GoodtoKnow publications.

More here.

Vitality’s pioneering work with influencers – Vitality has developed a new kind of influencer programme. The company worked with content marketing agency SevenC3 to launch Jessica Ennis-Hill’s running festival VitalityMove and has achieved great results.

SevenC3 used a combination of audience insight and intuition, to identify 11 emerging influencers whose audiences showed strong affinities with Vitality’s key target audience. The influencers had a range of interests and fitness levels – from family to fitness and lifestyle bloggers, and included Diabetes UK ambassadors. The influencers were invited to form the foundation of the ‘Movers’ community, documenting their journey toward increased health and fitness as they trained for the big day, with goals ranging from their first 10k to exercising more with the family to be ready for the one-mile runs.

SevenC3 and Vitality engaged the influencers through a value proposition, identifying the things that would motivate them to actively take part and follow on the journey while immersed in the Vitality brand – without making any monetary payments.

As a result of the strong relationships built during the run up to the campaign and the effectiveness of the value proposition in encouraging participation, the Movers created amazing content to help increase conversation around the event. Feedback from the Movers post-campaign was wonderfully positive, with the majority wishing to continue the relationship with Vitality via additional events throughout the year.

With a campaign reach of over 2.4 million from influencer activity alone (85% of total campaign reach), and a 1095% increase in @VitalityMove followers, the 12-week influencer programme has been one of the most successful event marketing activities for Vitality to date.

Vitality Sponsorship Manager Lauren Goggs says: “We were delighted to work with SevenC3 to run our first dedicated influencer program for VitalityMove. The results were phenomenal and really delivered on the awareness-driving brief, using an ideal blend of influencers to help share and shape the VitalityMove message in fun, natural, compelling ways. We were also really impressed with SevenC3’s overall approach to influencer management. They worked in close partnership with us to develop meaningful relationships with the Movers that will continue longer term – we’re already working together on how we can integrate them in our next campaign!”

More here.

iProspect reveals research into voice search adoption Performance marketing agency iProspect has unveiled research which highlights how voice search adoption is set to grow in importance

The agency undertook a study exploring the rise of voice search adoption among UK customers. Its findings deliver new insight into the factors shaping the adoption of voice activated technology and the impact it will have on consumer commerce.

  • Despite predicted trends on the rise of voice search (50% search being via voice by 2020, ComScore), only 15% of adults in the UK are using voice search today
  • Although the predominant voice behaviour is broad information seeking, 25% of voice search has purchase intent behind it (find a store location, purchase or order something, research something you want to buy)
  • 35-54 year olds are as likely to use voice search as 18-24 year olds
  • Over 10% of 65+ use voice to search in the UK
  • Men are twice as likely as women to purchase using voice

The 2017 research project, based on an online survey of 1,118 UK consumer respondents, reveals that although voice search is on the rise, it is still far from the predominant method of searching. This creates clear implications for brands today and tomorrow.

We have focused on the today; the 7M+ people in the UK using voice search in 2017. Utilising the research to identify opportunities for brand to leverage voice search to drive business performance.

Stefan Bardega, CEO iProspect UK & Ireland commented: “As technology powering voice search gets smarter, consumer adoption will increase exponentially. This will have major implications for businesses as they’ll have to re-imagine their search strategies if they want their products to be discovered and purchased across all interfaces. Like social and mobile before it, voice activation is disrupting the digital ecosystem for brands. Those that are ready will remain relevant to their customers.”

More here.

My VIP chats to Clare Balding – The latest cover for My VIP, the membership magazine for the retailer Pets at Home features Clare Balding, who introduces us to Archie, her lovely little Tibetan terrier. My VIP is published by CMA member John Brown Media.

From her first memory of a dog’s face, to thinking she was a dog as a toddler, to how pets have shaped her life, Clare talks openly and candidly about the animals she has shared her home with and from whom she has learnt important life lessons, as well as chatting about the delightful Archie and her latest children’s book The Racehorse Who Disappeared.

A game-changer in its sector with its lifestyle take on all things pets, multi-award winning My VIP magazine boasts 84 pages of pet-packed content. Clare joins the long list of big name celebrities that includes Miranda Hart, Andy Murray, Monty Don, Matt Baker, Kate Humble, Chris Packham, Ben Fogle, Paul O’Grady and Julian Clary, and many more, who were more than willing to be interviewed for such an animal-friendly, altruistic title.

With a cover price of just £2.50 (all of which goes to help animal charities) and free to members of the VIP club – the Pets at Home customer scheme which enables shoppers to convert points they receive into support for an animal charity – My VIP is doing a fantastic job of helping to recruit new members to the club and reward existing ones with money-saving offers and helpful and fun content. My VIP is free to all the members of the Pets at Home pet VIP club. Today there are over five million members and the quarterly magazine is now by far and away the biggest pet magazine in the UK.

More here.

This month the CMA blog also looked at what content creators can learn from the new Apple launches, the rise of dark social sharing and what content companies need to know about Google’s Owl updates.

Commissioned by The CMA

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