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Summary
MediaMarkt’s consumer magazine, Mediazine, created by Mediahuis Content Connections, delivers trustworthy content to all MediaMarkt’s customers mostly via native ads from the brand’s suppliers. After acquiring a copy of the magazine, 97% of readers intended to visit a MediaMarkt store, while 49% actually purchased something.
Creator: Mediahuis Content Connections
Campaign: Mediazine
Brand: MediaMarkt
Market(s): Belgium
Mission
MediaMarkt is one of the European market leaders in consumer electronics retailing and the mission of this campaign was to deliver trustworthy content to all of MediaMarkt's customer base through the consumer magazine Mediazine.
KPIs
- Number of visits to the shop, inspired by the magazine.
- Intention to buy after reading the magazine.
Target audience
All of MediaMarkt's customer base. This target group includes males and females aged 12 to 60+ years.
While this engagement can be fulfilled through regular display advertisements, most suppliers opt for native advertising – having the experts on the editorial staff create relevant, urgent and trustworthy stories around their products.
Strategic approach
The cornerstones of the project were:
Owned Media:
MediaMarkt is very well aware that customers seek trustworthy advice before committing to a product or service. Whilst MediaMarkt is quite assertive in its retail communication, there’s also a profound understanding that this type of content is only part of what the customer needs in his or her quest for information. By creating an eco-system of reliable content, created by the best editors and experts in the market, MediaMarkt brings value and trust to its customer base.
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Partnerships:
MediaMarkt’s suppliers are an integral part of the business model of Mediazine and pledge to an engagement within the magazine. While this engagement can be fulfilled through regular display advertisements, most suppliers opt for native advertising – having the experts on the editorial staff create relevant, urgent and trustworthy stories around their products.
Article to particle:
Although print is a major part of the current content strategy, MediaMarkt wanted a vision that would support both the current and future content models. Content Connections created an infrastructure in which every piece of content is adapted and made available to all platforms. Editors create their content around building blocks, tags and links so it can easily be adapted to any future plans of MediaMarkt, or connected to other channels such as the web shop or local store blogs.
Mediazine is hugely popular with its readership, as well as extremely successful with brands and advertisers.
Creative Idea
Mediazine is living proof that brands can become trusted publishers of their own media. Based on a unique business model, MediaMarkt – Europe’s largest retailer in consumer–electronics – joins forces with suppliers and an experienced publisher to create a consumer magazine, full online presence and social buzz around its product portfolio. The surprising part? Mediazine is hugely popular with its readership, as well as extremely successful with brands and advertisers.
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Three goals, one platform
Mediazine is published monthly in both Dutch and French. Each edition has between 110 and 200 pages and brings the latest news, trends and product guides on technology, consumer electronics and leisure. The magazine is created by a team of independent experts and editors, and published simultaneously on paper, the web, mobile devices and social media.
The print magazine is distributed freely at the MediaMarkt stores but is also available on selected newsstands for €2,95 (people do actually buy the magazine). The entire project is conceived and coordinated by Content Connections, the content marketing unit of Mediahuis, Belgium’s largest publisher.
Platforms
Print: distributed through Mediamarkt shops and a selection of webshops
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Digital: web, blog, social, mobile, Issuu, newsletters
Content Distribution and promotion efforts
Partnerships with Het Nieuwsblad, one of the larger popular newspapers in Belgium.
Size of team involved
25+
Intent of visiting shop (main KPI): 97%
Results
After reading the magazine:
- Awareness of brand: 99%
- Intent of visiting shop (main KPI): 97%
- Consideration of buying: 67%
- Actual purchase: 49%
This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.
We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.
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