Category – Content Partnership of the Year – large (£100k+)
Brand/Advertiser – Liz Earle
Agency – EssenceMediaCom
Campaign Name – The Rocket Moment: Reaching New Audiences for Liz Earle
Campaign Dates – 01/11/2022 – 31/12/2023
Magazine brands campaign ran in:
BBC Gardeners’ World, BBC Good Food, Radio Times, olive
The Challenge (300 words)
With so many skincare brands on the market, it’s often hard to cut through the noise and truly be noticed. Such an array of choice makes it hard for consumers to decide which brand and products they should be using on their skin. Women’s lifestyle magazines, influencer blogs, and social channels are the traditional media choices for skincare brands, but these platforms will recommend hundreds of products from different brands to their readers every single day.
Immediate Media’s brands carry very little beauty advertising, which meant Liz Earle could benefit from a huge share of voice. This was an untapped audience that we knew would be receptive to our brand ethos. The publisher reaches 7.9m women aged 45+ – that’s 52% of the UK total. It has a strong reach into ethical consumers (16m agree it’s important to shop ethically), and 9m consumers who agree that beauty products make them feel good about themselves.
We gave Immediate the following objectives:
• Drive reach and engagement from non-Liz Earle customers
• Build an understanding that Liz Earle beauty is affordable luxury which delivers impressive skin results from natural products.
The Big Idea (300 words)
Immediate pitched the idea Grow, Eat, Glow – a content series that would harness the knowledge and expertise of IM brands to position Liz Earle as credible skincare, and introduce to readers a brand that is kind to the environment and contains natural holistic ingredients.
Immediate’s brands speak to millions of women every day who actively come to their platforms looking for guidance, recommendations and inspiration on their hobbies and interests. Notably, this was the first beauty partnership that Immediate had undertaken, so partnering with BBC Good Food, MadeForMums, BBC Gardeners’ World, and BBC Countryfile offered the standout we were looking for. This project allowed Liz Earle to tell stories in trusted, credible spaces and naturally talk about their ethical, kind products.
The partnership saw Immediate’s Imagine studio work closely with editorial experts across the publisher’s gardening, food and special interest portfolio, creating content that explained how what you eat, grow, and the skincare you use, all contribute to wellbeing and confidence.
Activated across digital, print, social and experiential channels, this year-long campaign was conceived to chime with different brand audiences’ passions, with Liz Earle products at the heart.
Making it Happen (300 words)
At the heart of the partnership is a bespoke digital hub filled with articles, tips and video content, all designed to appeal to the different passion-led audiences. This content is driven to via ad units, social content and print advertorials that reflect these passion points.
Ethnobotanist James Wong and Lifestyle Ambassador Sarah Catt front a series of videos produced by Imagine. Filmed at the brand’s coastal base, they were again designed to reflect Immediate’s audience passions and communicate Liz Earle’s brand ethos.
Digital traffic drivers and social content drove users to the hub, as well as contextually relevant advertorials. In addition, Liz Earle sponsored BBC Gardeners’ World’s popular 2-for-1 Gardens Guide and featured in Radio Times’ famous Christmas issue.
Last, but by no means least, is a bespoke Liz Earle Show Garden that featured at this summer’s BBC Gardeners’ World Live show in Birmingham. Filled with beautiful botanicals, it was a calming space to educate visitors on the Liz Earle product range.
Results (300 words)
• The most visited article on the advertorial hub is “How to nourish your skin in 3 easy steps” at 30k views, showing our audience are super receptive to the beauty messaging Liz Earle has to offer
• We’re seeing a high number of click throughs from the hub to Liz Earle’s own site, with a 2.9% CTR overall
• Social media drivers on olive are the best performing for click throughs to the hub, at 4% CTR overall (vs. 1.7% benchmark)
• Video units are performing brilliantly and above completion rate benchmark, with the Playstream unit being the highest driver seeing a huge 83% completion rate (vs. 68% benchmark)
Tesimonial quote from advertiser (300 words)
“It was great to talk to our customers in a different way by utilising new & unexpected media activations. A true highlight of the partnership was our activation at Gardener’s World Live, an ingenious way of bringing together plant-lovers and naturally active skincare, allowing us to reach a new, highly engaged audience.”