Case Study

Anchor Milk for Hair and Bauer Women's Titles

BACKGROUND

Anchor Milk is set at a premium price point in store. Sales are being eroded by house brands/cheaper options.

BUSINESS CHALLENGE

How do we encourage women to purchase Anchor Milk as their everyday milk rather than it being an occasional choice.

SOLUTION

Position Anchor Milk as the natural beauty product to give you beautiful healthy hair.

  • Produce a bespoke beauty shoot in an environment that is truly representative of the Anchor brand
  • Establish credibility through having trusted beauty experts present the campaign
  • Target contextually relevant features by audience, platform and title. Participating titles were Fashion Quarterly, NEXT and Woman's Day.
  • Micro-chunk content, giving the audience new reasons to engage with every part of the story

HIGHLIGHTS

It was the right message in the right environment. Delivered by the FQ editorial team, lending effortless credibility to the message that “Anchor Milk is the newest beauty product for hair.”

  • Styling by Fashion Editor (now FQ’s editor) Sally-Ann Mullin
  • Design and layout by FQ’s Creative Director Marcel Gull
  • Photography by FQ’s house photographer Mara Sommer
  • Hair by Lauren Gunn and Anchor
  • Clothing by leading New Zealand designers including Trelise Cooper, Liam, and Penny Sage.
  • 856,000 print readers
  • 500 salon copies
  • Online content over delivered on the campaign KPIs by 388%

 

×

Instructions

What is a media kit?

A Media Kit contains specific brand and audience information for all available Bauer brand platforms across magazine, web and social.

The Media Kit Builder has been designed for media agencies and marketers to assist in the media planning process. It has been designed as strategic tool to assist in the process and is not intended as an end-to-end planning solution. For further information, contact our dedicated Bauer Media Sales Team.

0 brand(s) in your media kit

Download or Email Media Kit
CREATING SECURE CONNECTION TO SUBSCRIPTION SERVER