“In a world of ever changing media landscapes as well as desires of the millennials, reaching our target audience is a continued challenge and adventure. Partnering Pearl Drops with Look magazine gave us the opportunity to align our common brand missions and speak to our target audience in a refreshingly real and meaningful way.”
Bonney Munns, Senior Brand Manager, Church & Dwight:
Pearl Drops fully embraced the power of magazine media through a partnership with Look that proved to be the perfect expression of the brand’s THIS IS REAL creative platform, and delivered clear rewards in terms of sales and awareness.
The brand, a total newcomer to magazines, wanted to concentrate its entire marketing focus into one partnership in order to challenge big rival brands.
The commitment and vision of agency Wavemaker and Time Inc. UK helped to persuade Pearl Drops to use magazines to target a 16-30-year-old audience, and the creative solution perfectly addressed the challenge of demonstrating ‘Real Beauty’ in a different way.
Pearl Drops developed an idea based upon celebrating true smiles through laughter, and Look was identified as the perfect partner due to its real beauty credentials and a challenging, alternative ethos.
The result was LOOK.LAUGH.LIVE, a new feel-good content programme delivered as native editorial across the various Look platforms but pioneered in print. It included a competition with the winner featuring as a Look cover star, ongoing social activity encouraging people to post their biggest, brightest smile using the hashtag #looklaughlive, and ‘The Happy Issue’, a Pearl Drops takeover of Look featuring editorial shaped around positivity and being real.
Look’s special issue included the Pearl Drops front cover winner, an eight-page editorial feature on ‘real beauty’, and a DPS dedicated to Pearl Drops.
Look also introduced a regular feature focusing on the most positive stories of the week, and a new channel on look.co.uk to show the most sunny and funny content on the web.
Pearl Drops’ use of magazines not only resulted in excellent content and business results but also demonstrated the power of the medium to attract and delight a young, millennial, audience.
- 46% exposed to campaign bought the product, versus 18% of the control group
- 129% increase in unprompted awareness, versus target of 100%
- 26 million impressions
- 6.3% click through rate on social activity.
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