Magazine Effectiveness

Using magazines as a marketing channel

Magazine Effectiveness


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.


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.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign by the Heart & Stroke Foundation of Canada, a charitable organisation, which sought to increase awareness of the diseases amongst baby boomers.


Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Virgin Mobile, the mobile phone network, increased its share of the Australian post-paid market by generating earned media coverage following its recruitment of Doug Pitt, actor Brad Pitt's younger brother, as a brand ambassador.


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 details a corporate social responsibility (CSR) campaign in New Zealand by Mini, the car brand, which supported the Society for the Prevention of Cruelty to Animals (SPCA) which a drive to increase adoption of shelter dogs.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Prudential used a content marketing strategy to promote its retirement products and engage consumers in the traditionally low involvement financial services sector in the US.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Sport Club Recife, a Brazilian football team, channelled supporters' passion into increasing organ donation.


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.

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