The best case study to illustrate this can be found with Superdrug and their content agency, The River Group Content. With a legacy of 19 years of publishing their free in-store title, DARE, the power of print was clear to both sides – but could it work even harder? River thought so…
Superdrug wanted to appeal to customers outside of their stores, and get the message out about the effectiveness of their brand and exclusive products.
The solution was to take the successful in-store proposition even further – to the British newsstand, to new and wider audiences with similar interests, who would be the right demographic to engage with this newsstand brand. They created a sub-brand of the popular DARE, the DARE Specials, featuring a glossy cover and 100 pages of beauty, health and wellness. The icing on the cake was the addition of Superdrug samples – giving both the incentive to buy the magazine and to try, love and go on to purchase the products readers couldn’t buy anywhere else.
Account Director Stephanie King further explains this success:
There were three main objectives when extending the DARE brand from in store and free to newsstand and paid for:
- Brand awareness and encouraging new footfall – attracting people not currently Superdrug shoppers – from outside to inside.
- Sampling and showcasing – the free beauty gifts and vouchers with the magazine encouraged customers to try, and subsequently buy, own-brand and exclusive products they couldn’t get anywhere else.
- Revenue – from both cover price and advertising.