A quick summary

A premium furniture brand wanted to promote their products via inserts into the Sunday Times, Daily Telegraph and Mail on Sunday supplements. They were struggling to get the correct advice and support from their previous print supplier.

Webmart worked alongside the client to manage the campaign, proactively avoided a production issue and recommended a small format change which saved the client over £10,000, reducing the cost by 20%.

Stockists of the furniture gave positive feedback to the campaign, linking it to improved sales and increased footfall. The client will now be using inserts as a regular part of their yearly marketing mix.

The Challenge

Ekornes – a premium Norwegian furniture brand – wanted to trial inserts as a way of showcasing their Stressless recliners to readers of highbrow newspaper supplements.

The campaign was a new marketing activity intended to drive footfall to retailers who stocked the products. The client also wished to increase and track conversion via redemption of a voucher included on the insert, offering a free gift.

Ekornes had approached a media buyer, who had proposed a specification for the inserts. However, the format suggested would have resulted in the inserts being rejected by the media owner, as the machines used in the insertion process wouldn’t have been able to handle them.

How we achieved it

Webmart identified the issue with the format and provided Ekornes’ design team with alternative specifications that would comply with the newspaper’s restrictions.

In addition, the change we suggested would enable the insert to be printed with a special web offset supplier in Europe, saving the client over £10,000 on their 8 million print run over the year due to the more efficient presses.

The inserts resulted in a measurable spike in online traffic and a large proportion of voucher redemption.

What Ekornes 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.