Co-promotion with comic strip books (case study from Ekstra Bladet)

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.

The Market:

• co-promotions to stabilize the declining circulation
• saturated market
• decreasing effect of co-promotional campaigns

The Solution:
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).

The Product:
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.
Marketing:

• national 3 week television spot
• print ads in Ekstra Bladet
• banners
• editorial coverage

Results:

• 5% increase in newspaper sales
• creating 135.00 Euro in revenues
• creating value for readers
• increasing brand awareness and liking
• improve relationship with retailers

Learnings:

• 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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