The Challenge

Drive awareness of the ASDA beauty range among ASDA shoppers and non ASDA shoppers.

The Insight

74% of mums are working mums. A recent survey recognised that the average working mum works the equivalent of two full time jobs. She is time poor.

The heat & Closer audience are time poor but want to look good – they are 3 times more likely than the average mum to be a heavy user of cosmetics.

The idea

A regular feature curating the best beauty finds and trends from our beauty experts across the heat & Closer brands.

It showcased the ASDA beauty offering through engaging advertorials with expert tutorial & peer to peer videos.

Execution

Results

+31% INCREASE IN RECOMMENDATION

+4% sale increase