Top fashion-magazine ads driving reader actions in China
The latest print ad effectiveness data from GfK Sinomonitor StarchMetrix China gauges reader recall, intent to purchase and a host of other metrics. More than 8,500 readers were surveyed online about their specific responses to 540 ads that appeared in 42 issues of 37 fashion titles in 2012. One of the insights gained is the power of print to drive readers to marketers’ various social media sites such as Weibo.
Brand: adidas Sportswear<br>
Magazine: City Beauty, December 2012<br>
Category: Ready-to-Wear<br>
Noted Score: 84% (Percent of readers who “noted,” or read, the ad)<br>
Readers who visited website: 43% <br>
Considered purchasing the product: 49%<br>
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This ad for adidas features award-winning movie star Yao Chen in her real life role as ambassador for adidas Training. The 33-year-old exhorts readers to “get out there in the winter”. In so doing, she drove nearly half of the people who recalled the ad to visit the marketer’s website. Nearly half of them expressed consideration of product purchase as a result.
Brand: Chow Sang Sang Jewelry<br>
Magazine: City Beauty, December 2012<br>
Category: Jewelry<br>
Noted Score: 80%<br>
Readers who visited website: 43%<br>
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With a slightly lower score, this ad tied with the adidas ad for the percentage of readers who both read the ad and visited the company’s website. The whimsical creative shows fish attracted to the company’s dazzling diamonds.
Brand: Forevermark Jewelry<br>
Magazine: Noblesse, December 2012<br>
Category: Jewelry<br>
Noted Score: 81%<br>
Readers who clipped the ad: 25%<br>
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Lithuanian supermodel Edita Vilkeviciute promotes the Forevermark brand of diamonds in this ad. It scored the highest for readers who noted the ad and also clipped it from the magazine. Moreover, 13% of readers who noted the ad also used a mobile device to activate the ad’s QR code.
Brand: Cartier Jewelry<br>
Magazine: BAZAAR, December 2012<br>
Category: Jewelry<br>
Noted Score: 78%<br>
Readers who looked for more information about the product: 58%<br>
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Sometimes less is more, as in this Cartier ad that says true love is a color or a name. More than half of readers surveyed who recalled seeing the ad also sought more information via phone.
Brand: Septwolves Apparel<br>
Magazine: Men’s Style, December 2012<br>
Category: Ready-to-Wear<br>
Noted Score: 78%<br>
Readers who visited/joined the advertiser’s social network: 15%<br>
Took a photo of the QR/barcode/scanned the ad with a mobile device: 18%<br>
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Here to declare that men have more than one side are celebrities Chen Chang, Sun Honglei and Zhang Hanyu. Personifying attributes like cool, serious, strong and tough, the actors drove 15% of readers who recalled seeing this ad to seek out the advertiser’s social media presence. Nearly 20% of readers surveyed also scanned the ad’s barcode for more information, an example of how print complements digital media.
