The Challenge
For decades SE & HØR has been the most iconic weekly gossip magazine in Denmark. But over the last years SE og HØR has experienced a 40% drop when it comes to readers. At the same time SE og HØR wanted to boost the number of visitors to seoghoer.dk in connection to the digital transformation that dictates the market more and more. So what could we do to make the Danes much more aware of SE og HØR … and make them go to seoghoer.dk for their next gossip fix?
The Idea
In terms communication strategy we recommended SE og HØR only to focus on what they are the best at and what made them famous – first class gossip. Move away from soft news and go back to the gossip DNA. Don’t be ashamed of it. Be proud of it – because almost everybody like great gossip in some form.
Creatively we then chose an angle where SE og HØR sent out a loud THANK YOU to all the gossip providers – the Danish celebrities. We thanked both specific politicians, business angels, reality starts and tv-hosts ... without mentioning any names. But we are confident everybody knew who we were talking about.
At the same time we wanted to make sure SE og HØR never ran out of celebrities creating new gossip. That’s why we created an online celebrity masterclass hosted by the Danish celebrity Umut Sakarya. Well … we also wanted to create a lot of traffic to seoghoer.dk with this idea. Which we did.
The Results
The campaign based on the new platform created an all-time high in terms of creating traffic to seoghoer.dk. Especially the young target group age 20-35 responded extremely well … which was one of the key objectives. Don’t hesitate to contact us If you want to know more about the results…!