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MYER EMPORIUM’S BRANDZINE INCREASES ENGAGEMENT

Myer Emporium used print to drive sales

Consolidating its success with its target market of affluent females, Myer Emporium decided to increase engagement with men. In particular, the male partners of their target market.

How they did it

  • Myer created an 8-page feature of the season’s current menswear trends
  • The feature included a bounce back card on a harder stock with a perforated pop out card containing a ‘$20 Off’ voucher and a barcode to be scanned at point of sale in order to measure the success of the campaign
  • The pop out card was designed to be the size of a business card so that shoppers could easily store the card in their wallet

The results

  • The voucher resulted in over $2.2 million sales for the 30-day promotion
  • 7% redemption rate

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