Co-promotion with comic strip books (case study from Ekstra Bladet)
Nana Grew (picture by Brie Logsdon)
Curated comic strips by famed cartoonist Morten Ingemann create a new revenue generator that boosts brand, circulation (+5%), and revenue even in a saturated market. Nana Grew, Project Manager, Ekstra Bladet, Denmark showed this case study during the INMA 2012 European Conference in Hague.
- co-promotions to stabilize the declining circulation
- saturated market
- decreasing effect of co-promotional campaigns
something new, unique, hard to copy, Ekstra Bladet-like, with broad appeal to cater to the summer segments, suitable for the season (not a DVD).
six individually themed comic strip books by Danish famous cartoonist. Exclusive with Ekstra Bladet every Friday for 4,5 Euro from July 1st to August 5th.
- national 3 week television spot
- print ads in Ekstra Bladet
- editorial coverage
- 5% increase in newspaper sales
- creating 135.00 Euro in revenues
- creating value for readers
- increasing brand awareness and liking
- improve relationship with retailers
- use exclusive rights to create uniqueness and distiguishment
- natural extension of brand in order to support brand image
- re-use existing material to keep the costs low
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