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JD Williams Amazing Women 50 Over 50 magazine case study

  • Date:

    18 April 2018

JD Williams Amazing Women 50 Over 50 magazine case study

WINNER – Magnetic Spotlight Awards 2019 for Best Use of Live

“Magazines put you in front of people who care about what you have to say, and for me that speaks volumes.”
Ann Steer, CCO, JD Williams (N Brown Group)

The Challenge

JD Williams had identified a gap in the highly competitive fashion market, showing that women aged 50+ felt ignored by high street fashion retailers and increasingly marginalised by wider society and the media.

The Idea

Kath Brown, Editor of woman&home, invited JD Williams to embed themselves in an editorial initiative celebrating midlife women who were leading the way in their field, via a printed magazine partnership and in real life through a ‘live event’.

The Amazing Women Awards saw 50 women shortlisted in categories such as ‘Friendship Above and Beyond’, ‘Community Heroes’ and ‘Don’t Tell Me I Can’t’, with winners revealed at a glitzy ceremony hosted by the BBC’s Jo Whiley at Claridge’s.

Added to this were a series of bespoke advertorial shoots, a mentor scheme, dressing the award nominees, and a consumer event held at the Lowry Theatre, Manchester, featuring JD Williams products.

The Results

The Amazing Women Awards were a stunning success and the partnership delivered increased consideration and sales for JD Williams:

  • A 75% uplift in consideration of JD Williams among its target audience
  • A 167% uplift in those more likely to make JD Williams their primary retailer
  • More than a third (38%) purchasing from JD Williams as a result of the campaign

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