Re-engineering Newspaper Inserts: 20% Savings for Ekornes

Client

Ekornes

Services

Sectors

eCommerce

Retail

Ekornes recliner chair range - part of Webmart newspaper marketing campaign case study.

Overview

Ekornes, the premium Norwegian furniture brand, turned to Webmart for help promoting their Stressless recliners with newspaper insert printing in the Sunday Times, Daily Telegraph, and Mail on Sunday supplements.

Webmart identified a critical production issue and re-engineered the insert format to meet media owner requirements.

This proactive solution not only saved the campaign but also reduced costs by 20%, saving over £10,000 on an 8-million print run.

The inserts delivered increased sales, footfall, and voucher redemptions, proving newspaper inserts as a powerful addition to Ekornes’ marketing strategy.

The Challenge

Ekornes wanted to use newspaper inserts to showcase their premium Stressless recliners to an affluent audience. Their goals included:

Driving retailer footfall and customer engagement.
Increasing conversions through a free gift voucher featured on the insert.

However, the media buyer’s proposed insert format wasn’t compatible with the newspapers’ insertion machinery. Without intervention, the inserts would have been rejected, jeopardising the entire campaign.

The Solution

Webmart delivered a tailored and cost-effective solution for Ekornes’ newspaper insert printing campaign:

1. Re-engineering the Insert Format

Webmart identified the issue early and worked with Ekornes’ design team to propose a revised format that adhered to the newspapers’ technical requirements.
This ensured the inserts could be processed smoothly and avoided costly production delays or rejections.

2. Optimised Printing for Cost Savings

The new format allowed production with a highly efficient web offset supplier in Europe.
This change resulted in a 20% cost saving, equating to over £10,000 across the 8-million print run.

3. Expert Campaign Management

Webmart managed every aspect of the newspaper insert printing process, ensuring seamless execution and on-time delivery.

The Results

The campaign demonstrated the effectiveness of precision planning and newspaper insert printing:

20% Cost Reduction

Saving over £10,000 on production.

Increased traffic

Online with strong voucher redemptions.

Increased Footfall

Positive feedback from stockists, reporting increased footfall and improved sales.

This success led Ekornes to adopt newspaper inserts as a key part of their annual marketing strategy.

Looking Ahead

Webmart’s expertise in newspaper insert printing ensures campaigns are delivered on time, on budget, and with measurable results. If you’re ready to maximise the impact of your marketing with innovative print solutions, learn more about our services here.

What our client said

Webmart understood what we were trying to achieve and guided us to the most effective solution, in terms of both cost and impact. This particular insert yielded the highest conversions of our online goals compared to any other campaign we’ve run to date. Clearly print works, and Webmart know how to leverage it best – I would recommend them without hesitation.