Snoozoo - turning 400 mums into children's story writers
How do you turn 400 busy mums into children's story writers?
Horlicks Snoozoo, a children's version of the famous bedtime drink, launched in January 2004. The initial magazine launch had been successful in establishing the brand name, so one year later it was decided to target an increase in 'propensity to buy' among the core audience of young mothers.
Insight work showed a need to increase general understanding of the product benefits – in short, it helps little children have a good night's sleep – and do so in an environment where the mum's reached would trust what they read.
Advertorials where the answer. With ideas from IPC Solutions, put into practice by IPC Creative, Snoozoo launched in Woman and Woman's Own with information, sleeping tips and the search for the 'UK's best bedtime story teller'.
10 advertorials and a competition later, the campaign was deemed a great success. Working alongside the display campaign, advertorials helped drive a 50% year-on-year increase in retail sales.
Snoozoo - turning 400 mums into children's story writers pdf
