IPC Southbank partners with John Lewis to provide inspiration for the home

IPC Southbank’s strong portfolio of Home Interest brands provided the perfect location to deliver audiences actively interested in the home for John Lewis.

John Lewis wanted to be seen as an inspiring brand that encouraged consumers to use their products and services when improving or decorating their home. We achieved this through a combination of print advertorials, digital content and display advertising to give readers inspiration and spark off some ideas.

They also wanted to raise awareness and purchase consideration for their Autumn/Winter home range. IPC Southbank helped them by maximising exposure of their latest catalogue, which was bagged with the magazine and seen by everyone!

By conducting pre and post ad effectiveness research, IPC Insight revealed:

- More consumers were considering visiting John Lewis when purchasing an item for their home, with a 26% point uplift
- Two thirds of respondents agreed the features encouraged them to look at John Lewis for things for their home
- Purchase intention had increased with more consumers likely to purchase something from John Lewis in the future

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