The year-long multi-platform campaign is the biggest fashion partnership for Grazia to date and is the first time this ‘newspaper format’ has been produced by the brand for a client.
The campaign activity sees Grazia create a quarterly eight-page ‘shoespaper’ which will be inserted into the centrefold of Grazia magazine and distributed in OFFICE stores around the UK. Editorial content will reflect current shoe trends, such as icons of the month and festival forecasts. The ‘shoespaper’ will be supported by monthly ‘shoes letters’ distributed via email to over 100,000 women aged 25-44 across the Bauer Media audience. Native articles on GraziaDaily.co.uk and editorial mentions in Grazia magazine will also keep users updated with the campaign and OFFICE messaging throughout the year. The partnership was informed by Bauer Knowledge: The Millennial Chapter, which looked into how advertisers and brands can best communicate with millennials and the different ways to approach them.
Clare Chamberlain, Head of Creative and Brand Solutions, Bauer Media, said: “Bauer Media’s partnership with OFFICE is a great collaboration which utilises Grazia’s editorial and creative talent along with OFFICE’s shoe expertise. Grazia continues to be brave, bold and innovative with a loyal readership of ABC1 25-44 year old women – we worked closely with OFFICE to create a unique and fun magazine that would resonate with these consumers.”
Guy Lister, Chief Customer and Marketing Officer said: “We are really excited about this partnership with Grazia and the creation of our ‘shoespaper’. We wanted to build deeper engagement with existing customers as well as attracting new audiences and the Grazia brand gives us the ideal platform to do both of these. The editorial content in the ‘shoespaper’ will lead with Grazia’s distinct tone of voice, as well as complimenting OFFICE’s stylish look and feel, making us the destination footwear brand.”