M&S’s objectives were to showcase themselves as the go-to, one stop shop to provide perfect Christmas presents. They wanted to have a regular dialogue with the Grazia audience in the lead up to Christmas.
Our aim was to build trust and engagement with potential M&S customers through creating high quality content that would fully integrate M&S into Grazia magazine’s flow of editorial. Using native content online at graziadaily.co.uk would further increase this integration and allow M&S to get closer to, and embedded within, the Grazia audience. We also wanted to do something on a large scale, never attempted by an advertiser in Grazia before, and give M&S real stand out in the busy Christmas market.
We created a Grazia-first for M&S – an engaging, editorially led, three part series of 5-page insertions which positioned M&S as the go-to for the perfect Christmas, and Grazia’s preferred choice of shopping destination. We created bespoke, engaging and useful creative content, that fitted seamlessly within the body of the magazine and at graziadaily.co.uk.
The three 5-page insertions began with a Christmas ‘wish list’; followed on to an ‘It’ gift list and finally a ‘Sent with Love’ present list, all featuring M&S products. The pages were beautifully styled, tapping directly into our reader’s passion points and sitting seamlessly within the pages of Grazia.
Running in tandem with the magazine, we created a series of bespoke, native content articles to drive to M&S online. On M&S’s site, different gift guides, such as Luxury Christmas gifts, Classic Christmas gifts and Stocking Fillers, were promoted with "as seen in Grazia" to merge the partnership further.
"We created bespoke, engaging and useful creative content, that fitted seamlessly within the body of the magazine and at graziadaily.co.uk"
native online stories dwell time on the site well above average
The average CTR across campaign was 2.67%, compared with an average of 1%