Innovating magazine content for a digital audience
Supervalu had a new ambition. They had been engaging with existing audiences through their printed magazine ‘Fresh’ and now wanted to bring the content, which inspires easy and nutritious meals, to a new online audience.
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What did we do?
The advertising solutions team responded to the client’s challenge and delivered a creative advertising solution that reimagined traditional display advertising and drove consideration, click-thru, and conversion. We partnered up to develop a rich interactive display format that fully emerged their target audience in the magazine content while also driving consideration, click-thru, and conversion. The response is based on our existing proprietary solution, Spotlight. The printed content from ‘Fresh’ magazine was migrated to a highly interactive display format, allowing viewers to flick through the magazine online and shop for ingredients from the featured recipes by adding them directly to their shopping cart on SuperValu.ie. The campaign reached SuperValu's bullseye audience through contextual and behavioural targeting, while placement within the lifestyle section engaged those showing behavioural interests in cooking easy nutritious meals at home.
The high-impact, innovative interactive display formats ensured that the campaign performance exceeded objectives and client expectations. SuperValu had strong engagement with their bullseye target audience, and buying personas and impressions were favourable to the target. 517,000 impressions, +7% v. target