Campaign: Consumer/Media - More! style fits the bill with Miss Selfridge

Campaign: Style of the Day
Client: Bauer
PR team: The Lounge Group
Timescale: April-May 2010
Budget: £50,000

More! magazine went through an editorial redesign in November 2008. Owner Bauer wanted The Lounge Group to help boost the profile of the magazine among 18- to 24-year-old women.

OBJECTIVES

- To promote the magazine's content, especially fashion

- To engage with 18- to 24-year-old women

- To increase sales of More!.

STRATEGY AND PLAN

More! partnered with Miss Selfridge to create 'Style of the Day'. This involved putting together a daily outfit featuring items from Miss Selfridge, around weekly themes, and promoting these in the magazine, as well as on Facebook, to give people the opportunity to win the outfit. The PR team put together a Facebook app for the campaign and secured a presence on Miss Selfridge's website.

MEASUREMENT AND EVALUATION

The campaign was featured online on More! and Miss Selfridge's websites, and on Facebook. It also gained exposure for More! in 20 Miss Selfridge stores.

RESULTS

There were more than 23,000 entries to the competitions to win the outfits and More!'s Facebook fans increased by 23 per cent.

Research found a 41 per cent increase in women likely to recommend More! to friends.

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