Women’s Weekly was recommended by Evergreen as the main magazine to use as it was avidly read by both target markets (Roy Morgan, 2017) and delivered a strong environmental fit given it features inspirational people’s stories monthly.
Women’s Weekly was also able to extend the campaign beyond print advertorials and third page vertical brand adverts into digital on the Now to Love site (developing a native story), mobile video adverts and a presence at the High Tea events in Feros’s key markets (kiosk at the each event and in magazine/online exposure). Women’s Weekly also supported the entire campaign with some relevant editorial articles on retirement and healthy food/diet using quotes from Feros experts. Feros was also featured in Best Buys section nearly every month of the campaign.
To encourage consumer engagement Evergreen created concepts to support the win $10,000 towards your bucket list competition. Our idea leveraged the insight that people often use their fridge as an inspiration board. The promotional elements included a interactive stand and economical magnet brand reminder.