CASE STUDY: NHS Getting the right tone in Lockdown

Provided by Bauer Media
GRAZIA WITH THE NHS GETTING THE RIGHT TONE IN LOCKDOWN

What was the Challenge / Background of the Campaign?

With lockdown hugely impacting the behavior of everyone in the UK, Grazia needed to act fast and be nimble to make sure they remained relevant, insightful and connected to their audience - if this meant looking at their plans and starting again, so be it!

What was the Campaign Objective?

Aware that more & more people are consuming magazines during lockdown. Magazines are playing to their core strengths providing audiences with connection & information, entertainment & inspiration, companionship & a much-needed escape. More importantly, today, it's not just what you say, but the WAY you say it. For the first time, judgements are being made daily on the behaviour of brands & companies and not just the products and services they provide. This meant Grazia needed to have the right messaging.

What was the Solution?

Incorporating the right tone of voice was the key element for this idea. Instead of going for the normal glossy, celebrity cover, the idea was for Grazia to respond to the crisis with a celebratory issue dedicated to the frontline NHS workforce, as a way of showing their huge gratitude for the selfless dedication to the UK population. Four different covers were created for that issue, each featuring a different NHS healthcare worker. The images were uniquely photographed in NHS car parks, maintaining social distancing, only taking a few minutes from their invaluable time.

What were the Results?

Reached 73k - highest ever engagement on social media channels. General Grazia subscription showing a 300%+ YOY increase in print and digital subscription sales during lockdown.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
25 - 34
35 - 44
45 - 54
Female
AB
ABC1
NATIONAL PRESS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All RegionsAll YearBUILD AWARENESSBRANDED CONTENT / MAGAZINES / PRESS
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