Femina wanted to create a campaign to highlight Femina as a brand that inspires its readers, offers powerful encounters, raises deeply moving topics, and dares to take the lead.
They wanted to focus on four areas within Femina: fashion, journalism, women’s health, and finance. They wanted to achieve this both organically and through paid advertising, with clear calls to action leading to the website.
Target group
Objectives
Femina wanted to achieve:
“The Femina woman, whether she prefers print or digital, is an enterprising and insightful person who values quality and authenticity. She is both a preserver of culture and a pioneer of new ideas.”
To create all content based on Femina’s existing material, without filming or creating anything new. Also, selecting and communicating everything Femina does in such a short time, as social media ads are usually quite short.
The editorial team wanted to convey an important message: Why should you follow Femina? Because we know what women want and need! A broad communication message that needed to be boiled down and conveyed in just a few seconds.
We created a branding campaign for Femina through four different highlights, where we chose to highlight important topics they cover and write about. We went through basically all the video material Femina had created to select the strongest and most important quotes and sequences. With that material, we made four short videos in 9:16 format with a focus on: Fashion, Award-winning journalism, Women’s health and Economics.
Inspiration and information about the latest and trendiest fashion from Femina’s fashion experts. Here we linked to www.femina.se/mode, where all fashion reports are collected.
The focus here was on communicating and highlighting that Femina had won Tidskriftspriset (the Magazine Award) and their major reports and campaigns that are actually bringing about change in society. Here we linked to www.femina.se/livsberattelser, where more in-depth reports are collected.
Here we collected clips and quotes about relationships and health. Experts answered questions about relationship problems and gave tips on how to improve self-esteem and self-confidence. We also addressed issues related to mental health, children, and women’s health. It was a given that we would highlight Femina’s vodd Klimaktet, which has attracted a lot of attention and been widely praised. We linked to www.femina.se/video/show/klimaktet/yurbu1WD, where the episodes are collected.
We highlighted sequences from Femina’s material on economics, with tips for increasing women’s financial knowledge and freedom. Among other things, influencer Annifrid Huhtala gave her best savings tips. Here, we also created a clear call to action for Femina Plus, where subscribers get access to premium content, to promote their locked-in position. And show how much more material you get if you are a Plus member. We linked to www.femina.se/privatekonomi, where all the material on economics is collected.
By creating four different films, each around 30 seconds long, we reflected Femina’s broad portfolio of content through four key focus points. This allowed us to reach the target audience more effectively than if we had created one film covering all four topics. In addition, we worked with clear calls to action in each spot to drive viewers to Femina’s website. By using Femina’s existing interviews and clips, we obtained a significant amount of material and were able to demonstrate the clear breadth of everything they do.
