Are Media We are campaign
Australian Media Buyers see new social platforms and innovations from media companies every day – and as a many of these buyers are late 20s / early 30s, they tend to go with what they use and know, while not being fully aware of the huge innovation and insights that Are Media (the one media company that truly knows Australian women) can bring to the brands they represent.
3rdspace were asked to help challenge what media agencies think they know about magazine brands by sharing how the experts in women’s content at Are Media are smashing assumptions, now and into the future.
With the incredible shift to online content consumption, agencies were forgetting the value and power of magazines and their role in the consumer journey, of the one demographic responsible for 70-80% of all spending nation-wide – women.
Through, strategic and creative processes several key insights were identified. Women love stories, stories are the most effective way to encode the right side of the brain, responsible for behavioural change, and magazines are still the most powerful way to deliver stories.
Long-story-short, women love magazines, put time aside for them and are happy to pay good money, for them. They are the unicorn of media as they also welcome the advertising content.
Given their deep understanding of Australian women and their activism in women’s causes, it was clear ARE Media truly live their purpose, to champion women.
Was simple. Help them engage Australian media buyers, around their offering
Create a series of highly impactful films to articulate Are Media’s key messages: We are Australian women, We are influential, We are purposeful, We are captivating, We are thought leaders, We are trusted and We are purposeful.
Walkely-award winning journalist Jan Fran was cast as a credible yet contemporary host that would highlight the years of experience Are Media have, and how they are the thought leaders on women.
This film-led content would then be used as part of a presentation to re-engage advertisers, helping them to understand the growing role of magazines within the digital landscape. It will also re-establish Are Media and what they can offer, when it comes to women.
The content series was broadcast during Are Media’s 2020 showcase with the client receiving extremely positive feedback during post-event surveys regarding the production and entertainment value of the content scoring on average a 9/10 from attendees on “engaging presentation”