Objective Campaign
bol.com fashion was looking for a way to increase awareness & becomeTOM among Flemish women 25-54.
A keen content strategy resulted in a successful 360° campaign, with integrations in magazines, online stories and long reads, video content and social media buzz.
This native campaign highlighted the new bol.com fashion store, provided highly appreciated fashion inspiration – orchestrated by fashion experts and influencers – and boosted overall brand performance results.
The first wave in 2020 created awareness, the second wave in 2021 went a step further by nurturing prospective customers through the purchasing decision. We created inspiring content (consideration phase) but also provided tools as sliders, QR-codes and clickable videos to complete the purchase funnel and generate conversion.
Media Characteristics
– A smart alliance between Roularta and Ads & Data
– Combination of strong women brands (Libelle and Flair) and Billie, together with the online targeted reach of news brands Het Nieuwsblad, Gazet van Antwerpen, Belang van Limburg and De Standaard.
– We have reached more than 1.945.000 readers (gross contacts) each week with the lifestyle magazines and 136.000 qualitative reads of the online content.
We chose a tailor-made 360° content strategy combining inspiration, expertise, storytelling and engagement and shared the content trough different angles:
– trends
– tips & tricks
– how to wear
– the choice of…
Reason Best Practice
We chose a high-performance 360° content strategy and formed a smart alliance between Roularta and Ads&Data in order to create maximum relevance, impact and visibility among the target group.
The collaboration between the two sales houses cleverly handled production costs, so that the relationship between distribution and technical costs remained nicely balanced.
Research shows an increase of awareness of 36% among Flair readers and 51% among Libelle readers. Consideration for buying bol.com fashion online increased with 39 and 24%.
The bol.com content definitely caught on with our readers with high click through rates (0,5%) and long reading times (up to 4 minutes).
The campaign was very successful. The collaboration for bol.com fashion continues as we speak.