To make Matalan a fashion consideration and to position it among its high-street competitors. We wanted to give it fashion credibility and ultimately drive sales/increase footfall in store. We had run activity with Matalan in previous years, so it was important to evolve the activity and bring in new brands to the campaign.
True credentials come from authority. Our idea was based on previous years’ activity, which focused on our brands’ ‘authority’ and the Matalan consumer really buying into and believing it when they needed fashion guidance/hand-holding. We’d used Closer in the past, but it was important to also bring in the fashion credentials of Grazia and the credibility among parents of the No1 parenting title in the UK, Mother & Baby magazine.
Using our brands’ editorial fashion talent, we produced credible fashion-branded content across a year period, but focused on two key time spans – March – June and September – December. This ensured Matalan remained relevant, front of mind and a key fashion consideration for Grazia, Closer and Mother & Baby’s audiences.
We ran a mixture of advertorials and display across all magazines. In Closer, the advertorials were very information-heavy with strong editorial guidance running throughout and a real ‘tutorial’ feel to them. We helped women with their fashion worries/problem scenarios in a friendly, relaxed way.
M&B’s advertorial content was all about children’s fashion – the ultimate essentials for your child’s first Christmas. It was also the first time Matalan’s children’s range had ever been featured in any sort of advertorial. In fact, the shoot was so successful, Matalan went on to use the imagery in its nationwide display campaign!
For Grazia, we created a sponsorship campaign called ‘Tuesday Shoesday’, which featured four signature Matalan shoes and asked people to tweet using the #Tuesdayshoesday for the chance to win a year’s supply of shoes. All activity was either in magazine/iPad advertorials/ sponsorship or traffic drivers on Graziadaily.co.uk.
The display activity had two roles – to provide a constant presence for Matalan across themagazine and to use cover sites to give a premium angle to the activity. This would allow Matalan to be seen in a more prominent position alongside competitors like Next, who only run on covers.