Magazine Effectiveness

Using magazines as a marketing channel

Magazine Effectiveness


Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Lurpak, the butter brand, created a global brand positioning based on a universal food truth around the joy of cooking for food lovers.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Mondelez relaunched its Fidorka, a sweet biscuit snack, to 20-45 year-olds as a fun/playful product in the Czech Republic.


Effie Worldwide, Silver, North America Effies 2014

This case study shows how Blue Cross Blue Shield of Rhode Island, an American health insurer, used a community campaign to humanise its brand, building trust and favourability.


Effie Worldwide, Silver, North America Effies 2014

This case study describes a business to business (B2B) campaign by Siemens, the engineering and electronics conglomerate, which used an event - launching the first commercial rocket to the International Space Station - to raise awareness of its Product Lifestyle Management (PLM) software.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Dark and Lovely, a hair care brand strongly associated with hair straightening, changed its image to gain credibility in the African-American natural hair market.


Effie Worldwide, Silver, North America Effies 2014

This case study describes a US business to business (B2B) campaign by Adobe, the software company, promoting its digital marketing measurement solutions through a series of myth-busting videos and ads.


Effie Worldwide, Bronze, North America Effies 2014

This case study demonstrates how Aruba, a Caribbean country highly dependent on tourism, reversed a decline in visitors from the US by placing visitors who returned most often at the front of its campaign.


Warc Exclusive, May 2014
This article provides marketers with information and guidance on several major media channels. These include television, digital, print, radio, out of home and cinema are analysed.

Will Nichols, Hristos Varouhas and Candice Juniper, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Tourism New Zealand, the government funded organisation, to encourage gay Australians to consider the country as a wedding destination.

WARC RECOMMENDS


WARC BRIEFING

Magazine Effectiveness

Magazine marketing theory and practice


BEST PRACTICE

Measuring Magazine Audiences

Practical tips, examples and recommended reading


RECOMMENDED CASES

Magazines

Warc's pick of the most effective case studies


RESEARCH PAPER

Checking the Pulse of Print Media

50 years of newspaper and magazine advertising research


TRENDS

The New Newsstand

How small publishers crack the digital monetisation issue


ARTICLE FOCUS

Magazines make their mark

Using 'magonomics' to analyse brands' magazine investments