KappAhl to the final of Aller Best 2018

KappAhl has long been a loyal advertiser on KK, both in print and digitally. Previous theme surveys have shown that KK's readers often prefer to shop at KappAhl, so when their new Limited Edition collection was to be launched, it was easy to choose a strategy.

The aim of the campaign was to get readers to come morning shopping in KappAhl's stores, as well as to make the collection itself known to KK readers. To reach the entire KK universe, it was decided to run the campaign both in print and digitally.

- "We are familiar with KappAhl's morning shopping from before, where it has been run both in print and online," says Elizabet Gilleberg, customer manager at Aller Media.

The morning shopping took place on Thursday, August 30, so the campaign started two weeks in advance to build expectations and make the event known. On the day itself, KK's fashion manager was also present in the KappAhl store on Karl Johans gate.

Tempted to go shopping

Caroline Berge at Aller Concept Store was responsible for the production of the article, which went live on KK.no the same week as the morning shopping took place. In addition, the article was published in social media on KK's Facebook page and Instagram account, as well as in KK's newsletter.

- "The article was absolutely brilliant for getting people in," says Gilleberg.

It focused on Janka Polliani as the face of the new collection, which really struck a chord with KK readers. The article delivered good numbers, both in terms of clicks and otherwise. A full 78 percent of readers read the entire article, and the story also had a very low quick exit rate of just 11.4 percent.

Berge had done a good job of angling the story so that it both aroused curiosity and gave readers exactly what they thought they were going to get when they clicked on the story.

- "The angle of the article did the trick," emphasizes Gilleberg.

- "The low quick exit rate shows that the content was relevant to the reader and that people did not feel 'tricked' when they clicked," she continues.

KK readers were also tempted to go shopping in print. A 6-page fashion series was created with pictures of Janka Polliani in the new collection, and readers were invited to go morning shopping in KappAhl's stores. A discount coupon with 30 percent off was also included.

- "Even though the campaign ran in the middle of the summer when many people were on vacation, it went very well," says Gilleberg.

- "The whole process was smooth, both in terms of materials from the customer and internal collaboration," she concludes.

Sold more than expected

KappAhl was very pleased with the results of the campaign.

- We are of course very pleased with the figures in the report," says Ingrid Melnes, Marketing Manager at KappAhl.

KappAhl ended up selling more products than expected and experienced higher visitor numbers in its stores than in previous morning shopping sessions.

- "It was a tough week, but the morning jump made a big difference for us," says Melnes.

- "Based on feedback from the stores, there have been a lot of KK customers this time, and more people redeemed the discount coupon we included in the magazine. More than before, I got the impression, so that was nice to hear," she continues.

- That means we're getting better and better at this," she concludes.