Aller Media AS
Karvesvingen 1, 0576 Oslo
Tel: +47 21 30 10 00
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Org.nr. NO 910 119
877
Invoices should be sent to: [email protected]
Høie to the final of Aller Best 2017
One of the campaign's success factors has been close follow-up of the concept and customer along the way.
The target group was to become familiar with the Høie brand, increase knowledge about the products, be inspired and visit the website to purchase goods. Marian Hagen Østby, KAM at Aller Media, was very pleased with the results the campaign achieved.
- It has been exciting to work so closely with Høie and Carat throughout 2017. Høie was changing its marketing strategy from previous years and we were able to help create a lot of good content. Høie's products can create a high degree of inspiration and benefit that our readers have spent a lot of time on. It's great that the results have been so good," says Hagen Østby.
Tailored content campaigns
- Combining awareness and knowledge with conversion is difficult and challenging, but we solved this by creating various tailored content campaigns and distributing them both digitally and in print. We produced a full-screen campaign that contained links to various content stories that had run throughout the fall and created additional coverage and reuse of good stories in Aller Media. In addition, we had a tactical coverage campaign on a mobile banner, with a link directly to the customer's own website," says Hagen Østby.
Achieved more than expected
Customized content created great engagement with the target group and resulted in higher awareness, knowledge and conversion, especially of bedding, pillows, duvets and blankets. The campaign reached a total of 175,000 people, of which 85,000 unique individuals in the target group of women aged 28-55. The campaign resulted in 70,000 page views of the content items. There was a 400% increase in traffic from last year on høie.no and a total affinity on all campaigns of 189 throughout the year.
- By changing our strategy on the marketing plan, we hit the mark. We reached a high number of engaged people in the target group, who read and signed up as test pilots. The high reading time assured us that the product information was understood and accepted. As a bonus for the customer, our content cases generated many subscriptions to Høie's newsletter. Increased activity on hoie.no and increased sales in the online store proved that our campaign met the customer's wishes," concludes Hagen Østby.
See Høie's KK content article on Christmas gifts that warm you up here
See Høie's Dagbladet content article on how to choose the right duvet here
See the case film here:
