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    Burda study proves the effectiveness of samples

    Samples generate interest, motivate customers to try products and are among the top reasons for making purchases

     

    Whether it’s trying out fragrances, shampoos or make-up, integrating product samples into magazine ads makes the advertisement more effective and encourages customers to make a purchase. That is the conclusion of a new joint study about ad specials* by Burda distributor BCN and Burda’s central research department, Market Media Insights (MMI). For example, fragrance samples increase consumer interest in an advert by 63 %. And that’s not all: For 64 % of those surveyed, samples are also the reason why they finally went on to buy a given cosmetics product.

    BCN - Monika’s recipes for happiness

    Advertising works. Especially in this particular case. When Monika Gruber, cabaret artiste and brand ambassador for Goldsteig cheese, accepted BCN’s invitation to visit the Burda Bar in Munich, the place was packed.

    BCN launches new website with topic preview tool

    CEO Burkhard Graßmann describes the new BCN website, which just went live, as a ‘one-stop service point’. The new website is more than just a digital business card for the multichannel marketer. Customers can use the cross-media platform topic preview tool to better plan their brand communication in Burda media.

    BCN – Successfully bucking the trend

    The Burda print platform is still successfully making history, even in a difficult market. According to Nielsen ratings, three Burda magazines could hold their own among the Top 10 best-selling magazines from January to November.

    Die ganze Welt des Weins
    The wide world of wine

    The wide world of wine. BCN and b.famous present ALDI SÜDs premium wines in a commercial content campaign.

    Wine is more than just a drink. Wine means a whole world that people love to celebrate. But at what point does a wine become premium, and who actually makes this decision? ALDI SÜD is using a commercial content campaign to tell the stories of its exquisite range of wines, and is inviting consumers to become confident wine connoisseurs at the drop of a hat.

    The campaign developed by BCN and b.famous strongly focuses on printed text and images using the Burda brands BUNTE, FOCUS and freundin.

    Stories of winemakers and wine knowledge

    The commercial content concept is made up of two components. Winemakers and their unique stories are at the heart of a specially produced background series, filmed on location, which explains the campaign in a relatable, creative and also informative way. One of the protagonists is star winemaker Johannes Leitz, whose Rheingau Riesling enriched ALDI SÜD’s range this year. In native pieces prepared for the media brand, he explains how the character of his wines reflects their origin.

    Top winemaker Raimund Prüm has created an exquisite white wine from the Moselle region exclusively for ALDI SÜD, and tells us more about its composition. The pieces are rounded off by nuggets of wine knowledge, turning readers into real experts for any cosy wine evening. Infotainment questions include: What is the perfect drinking temperature for Riesling? What is the best type of glass – and how do you master the pour?

    Campaign also supports the ALDI SÜD wine truck

    These background stories invoke curiosity in the reader, encouraging them to sample quality wines for themselves. BCN and b.famous show them how and where they can do this with the second component. Another campaign topic is the ALDI SÜD wine truck, which is currently touring around Germany, offering an up-close ALDI SÜD Weinwelt experience. Each of these formats is also prepared natively and uniquely, using impressions from the Dusseldorf fish market, for example.

    “We’re proud of the many great and truly first-class wines on our shelves with which we can continually surprise our customers. With the current campaign, we want wine lovers, as well as anyone who wants to quench their thirst, to take advantage of both our wine selection and the many other offers in our stores that make it possible for us to give everyone a quality wine experience. This also includes our digital ALDI SÜD Weinwelt (www.meine-weinwelt.de), which has a built-in wine advisor and a comprehensive wine magazine, which is referenced in all the campaign’s content ads,” explains Alexandra Baukrowitz, Manager of Print Marketing at ALDI SÜD.

    Christine Fehenberger, CEO b.famous content studios: “Wine has long been seen as a world reserved exclusively for a small circle of experts. ALDI SÜD is demonstrating that quality and retail food stores are not mutually exclusive – quite the opposite, in fact.

    Our aim with the campaign is to make a small contribution to this democratisation, to give readers the basic knowledge they need and to make them enthusiastic about high-quality wine enjoyment. To do this, we have deliberately focussed on commercial print content in the form of high-quality journalistic reports and interviews with opulent photography.”

    BCN named top marketer

    The difference is quality. BCN (Burda Community Network GmbH) was listed as number one in this year’s Marketer Check for the Areas of Advertising and Sales (W&V). BCN made a particularly strong showing in the top category, which involves the presentation of a customised offer for a test client. It is a fabulous testament to the strength of our team’s consultation skills and the fact that we have consistently received top marks in past years is proof of the enduring quality of our service.

    John Frieda lüftet mit BCN das Geheimnis blonder Frauen
    John Frieda and BCN reveal the secrets of blonde women

    It’s more than just a hair colour. What makes blonde women stand out, what are their secrets and how can brand communication learn from them – those are the questions John Frieda is exploring in the ‘Blonde Secret’ campaign for the sheer BLONDE product line.

    Native campaign stages sheer BLONDE brand with a focus on special moments

    BCN explores the idea in the context of a creative campaign that focuses both on insider tips themselves and the perfect moments to reveal those beauty secrets. The campaign revolves around special occasions in which consumers need to know how to achieve the perfect blonde. On Burda platforms, consumers can learn hair care secrets and gather tips for their personal beauty regimens.

    The aim of the campaign was to concentrate on key moments in which potential consumers are particularly receptive to ad messaging. The formats revolve around situations in which consumers think to themselves, “I want to look radiant today.” These may be moments such as weddings, festivals or after a summer holiday, situations in which consumers may be explicitly looking for special tips. The campaign not only addresses users and readers in the language of their own lives, it speaks to them individually – and very effectively.

    John Frieda has identified three ‘receptive moments’ for the native specials on the platforms of instyle.de, bunte.de and freundin.de. The brands’ Facebook channels also feature eye-catching content surrounding themes such as weddings, holidays, and hair care advice for important appointments or daily tips to help readers shine on the job. Recommendations include tricks and tips for the specially created ‘beach blonde,’ ‘repair blonde’ and ‘wedding blonde’ types.

    The digital roll-out began at the end of April, and starting in July, InStyle, Bunte, Elle and Freundin will be featuring ‘Blonde Secret’ in print with matching content ads that reveal the secret for achieving the right blonde look for any type or occasion – from blonde to blonder, from dull to divine and from damaged to ravishing.

    “We are very pleased with the results. The suggestions aligned perfectly with our campaign idea and helped us to stage our brand to appeal to the right target audience in the relevant situations,” says Armin Haery, Marketing Director for Germany, Austria and Switzerland at John Frieda, Guhl and Biore.

    “Individualisation is becoming an ever more important part of brand communication. The most effective messages are those that appeal to the need of the consumer and speak to their current lifestyle. With ‘Blonde Secret’ and our focus on ‘receptive moments’, we are investing in a personal approach that addresses our readers and users directly and authentically and inspires them in unique ways. We are very proud of the viewing times on our sponsored Facebook posts, which reach an average of two and a half minutes,” adds BCN CEO Michael Samak. 

    Starcom serves as the consulting media agency.

    Image: © Shutterstock

    ProSieben Sat1 und Hubert Burda Media vereinbaren Zusammenarbeit bei Content und Vermarktung
    ProSiebenSat.1 and Hubert Burda Media agree to collaborate on content and marketing
    • Development of joint, high-quality content for TV, print and digital platforms
    • Initial focus on the fashion and beauty industries
    • Joint offers with combined reach in the advertising market

    ProSiebenSat.1 Media SE and Hubert Burda Media have entered into a collaboration agreement for content and sales. The primary objective of the collaboration is to offer the advertising market additional services by providing high-quality content and a wider reach as well as cross-media and interlinked products. Both partners aim to use their unique strengths to appeal to female target audiences while initially focusing their combined efforts on the fashion and beauty industries. In addition, they will continue to develop their joint digital marketing programme. With a portfolio consisting of TV, digital and print, the partners reach on average over 95 percent of the German public each month.*

    ProSiebenSat.1 and Hubert Burda Media have already launched their first content pilot projects, for example as part of Prosieben’s ‘Germany’s Next Top Model’ format, in which BurdaStyle Luxury brands such as InStyle, Elle and Harper’s Bazaar as well as familiar faces from the editorial offices were organically integrated into the TV format and reflected in the editorial language of the print and digital environments of the respective publications. Joint TV and print advertorials – for example, editorially prepared advertising space – are already being successfully implemented, as in the case of joint client Pandora. Burda has also integrated its InStyle magazine into ‘Perfect Shot’, another successful TV format on ProSieben which is set to begin its third season in 2018. Advertisers are offered a joint package of product placements, print advertorials and a range of digital building blocks.

    Both companies have been successfully collaborating on the marketing of digital video inventory since 2015. In the future, advertisers will be given the opportunity to showcase their campaigns on the inventory of the HbbTV range from ProSiebenSat.1 as well as in the video content from the Burda portfolio, which includes BunteTV, MyLifeTV and FitforFunTV. In addition to video, ProSiebenSat.1 and Burda are also collaborating on display within the framework of a co-marketing agreement. In addition, proprietary platforms, such as schlappohr.de, will be developed or refined. This enables brands to be staged in a suitable manner that is appropriate to the individual topic.

     

    According to Sabine Eckhardt, Executive Board Member Sales & Marketing at ProSiebenSat.1 Media SE, “relevant, high-quality content, a broad reach, secure environments and attractive advertising products – both companies contribute these qualities to the partnership, making their joint portfolio a must-have for modern brand communication. This provides advertising customers with real added value.”

     

    “Thanks to our fascinating editorial content, both of our companies have a close relationship to female target audiences. Based on our expertise, we are creating joint platforms which we are now opening up to the advertising market.  This provides our customers with a highly relevant new service, which delivers outstanding quality.” Philipp Welte, member of the Board at Hubert Burda Media

     

    *German-speaking population ages 14 and older, potential audience of 70.09 million. Source: best for planning 2017 III.

    Pandora schmückt Topmodels
    Pandora supplies jewellery for top models

    Top model day returned on Thursday. ‘GNTM’ is heading into a new season, and this time around it’s worth tuning in early. At 8:13 pm, the network will be broadcasting a spot that is part of a comprehensive staging campaign produced by SevenOne AdFactory and BCN for their customer Pandora.

    Print plus TV plus online

    The spot is part of a comprehensive native campaign for jewellery manufacturer Pandora. The idea: Pandora fits top model Rebecca Mir with jewellery for a photo shoot with Elle and InStyle, accompanied by video cameras. Fashion journalist Anna Ziegelbauer appears on camera to offer her InStyle expertise and provide tips on current jewellery trends. Pandora’s Head of Marketing, Julia Kogge, offers her insights as well. Elle, Harper’s Bazaar and InStyle accompany the ad with three online native articles and the photo shoot itself will be featured in Elle and InStyle (issue 5 of each title, respectively) as a native content ad. ProSieben produced the videos. The photo shoot that provided the images for the content on all of the channels in the BurdaStyle Luxury brands was carried out by the native experts at these brands together with the InStyle editorial team.

    Added value for clients

    “In collaboration with SevenOne Media AdFactory, we have developed a package that is strong on content and easy to roll out, too. The BurdaStyle Luxury brands offer credible, high-quality advertising platforms. With this combination, clients can reach larger, and more involved targeted audiences all under one roof. It’s an offer that provides clients with true added value.” Michael Samak, BCN CEO

    Then there is the native approach. According to Samak, “we produce contents that are individually tailored to the needs of our clients, and that appeal to the interests of both consumers and editorial platforms.”

    b.famous: Commercial Content macht Karriere
    b.famous. Commercial content makes careers

    Today’s new issue of Horizont explores how b.famous uses Burda’s media in new ways and why Content Studios could be a model for success.

    In an interview with Horizont, Christine Fehenbergen (CEO of b.famous Content Studios) and Michael Samak (CEO of BCN) reports on the company’s initial successes, the idea behind b.famous and why b.famous is one of the most important factors helping to carve out BCN’s unique market position.

    You can read the complete article here.

    BMW: Auf den Sneaker gekommen
    BMW kicks it in the sneaker business

    Just in time for the launch of the German campaign for the first BMW X2, the automotive manufacturer has made a foray into shoe design. Stars such as Iris Berben took the opportunity to try on the stylish white sneakers with the golden heel caps at the Bunte Festival Night. The shoe was produced by VOR shoes, a small manufacturer in Munich. BMW developed the idea for the shoe cooperation as part of an agency pitch with Burda’s BCN and b.famous Content Studios. Three questions for Stefanie Wurst, Head of Marketing at the BMW Group Germany.

    Ms. Wurst, BMW and fashion design – it’s a unique combination. What’s the idea behind the campaign?

    Our X2 customers surround themselves with items that express their individualism. That is not limited to the car – it also includes lifestyle products, for example, sneakers. The BMW X2 sneaker is more than just an ad for the vehicle. It shows that we understand the lifestyle of our customers and have something interesting to contribute.

    What makes these sneakers special and what are the parallels between the shoes and the BMW X2?

    ‘Show yourself’: Our communication claim combines all elements of the campaign. The car, in galvanic gold, is a car for expressive individuals. The same goes for the sneakers. We reference the iconic car colour in the accents on the sneakers to produce a unique shoe with a strong resemblance to the product.

    How did this cooperation between BMW X2 and Munich sneaker manufacturer VOR shoes come about?

    The idea for the sneaker came first. Burda helped us with all parts of the process, including our search for the right cooperation partner. The premium sneakers from VOR and the team at VOR impressed us immediately.

    Shoes and more: The winning media concept pitched by Burda and b.famous Content Studios (consulting agency Mediaplus) features influencers, and Playboy, a media group with a special understanding of the target audience, is contributing both print and online content. At the dazzling Festival Night, the shoes were already a conversation piece, with stars like Iris Berben lining up to try them on. The limited-edition sneakers from VOR, the premium shoe manufacturer based in Munich, are not available for purchase, however fans can try their luck online or at participating BMW dealerships, where they have the chance to win a pair in time for the launch of the BMW X2.

    BurdaForward Advertising & BCN: Deutschlands schönstes Wohnprojekt
    BurdaForward Advertising & BCN: Germany’s best home

    Retirement and social security, insurance and construction financing are issues that most people have to deal with at some point, but they are also topics that tend to be complicated, dry and offer little in the way of entertainment. That makes it even more challenging to take these themes and transform them into real, emotional stories that people can relate to. BurdaForward Advertising and BCN took on just this challenge in a project for our client Interhyp, working together with the brand Focus to develop a sample best practice campaign on the topic of construction financing.

    Storytelling with a combination of print and online content

    Publishing house and advertising client worked in close cooperation to produce a successful native storytelling campaign using a combination of online and print content. The microsite ‘Germany’s best home’ used branded content on Focus Online as well as advertorials and ads in Focus magazine to search for and find Germany’s three best home construction projects: The 79-year-old who wants to make his dream of a multi-generation house come true for the whole family, the young woman who planned an entire house for her twin sister and the new family that wants to build the perfect family home for the new baby.

    Persuasive KPIs

    The Interhyp project from BurdaForward Advertising and BCN is a campaign with KPIs that speak for themselves. With a reach of nearly 170,000 visits and 215,000 page impressions, the format exceeded all original aims and expectations. The project represented a major boost in image and trust and increased KPIs for consideration, awareness and conversion.

    Challenging topic full of emotions

    The project shows that it is possible to charge a difficult topic such as bank financing with emotional substance. In spite of the challenging task and a topic that doesn’t seem to present the perfect premise for jaw-dropping narratives, the partners were able to produce an emotional, multimedia production complete with successful KPIs and proven market research results. The colleagues at BurdaForward Advertising and BCN worked with Interhyp to turn this challenge into a successful venture.