Pm for the final in Aller Best 2017

Rebecka Killingstad, Strategic Group Customer Manager at Aller Media, was given the difficult task of changing the target group's attitude and getting them to consider PM.

- We wanted to increase Pm's reputation in the target group and attract new customers, while at the same time reminding our old customers of our offering. It was crucial to cover the target group in a good and inspiring way. Pm is perceived as down-to-earth with nice clothes for ordinary women. We therefore chose to recruit models from KK's readers and from Pm's customers. Since the customer wanted to appear fresh and inspiring, it was important to showcase a wide range of their clothes," says Killingstad.

All-day photo shoot

- We know that print ads work well as inspiration, so Dagbladet Magasinet and KK were selected to reach the target group of women 40+, Via KK's Instagram and PM's Facebook page, two lucky winners were chosen for a Bli-ny-dag with KK and PM. On May 23, we provided a make up artist, stylist and photographer for a full-day photoshoot and the result was a ten-page fashion series in KK and Dagbladet Magasinet.

Built brand and generated purchases

The fashion report scored extremely high in terms of attention and more than half of those who read it found the ad inspiring.

- This was a solution that built a brand for Pm and created a good impression above average. The fact that 36% considered visiting the store is interesting, given that only just over 3% usually shop for clothes there. The fact that 29% considered buying clothes from Pm is also interesting given the same perspective, so this communication delivered on both brand building and creating purchase intentions," concludes Killingstad.

See the case film here: