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PEOPLE Magazine
People Love PEOPLE

RAN IN: United States

CLIENT
Time Warner Retail Sales & Marketing

Holly Oakes - Assoc. Brand Manager

AGENCY
The Terri & Sandy Solution *Lead Agency

Annie Johnson - Acct. Executive
Drew Schwartz - Acct. Supervisor


IN Marketing Services *Lead Agency

Christina Accardo - Acct. Directory
Valerie Bernstein - SVP


The Integer Group

Katie Birkel - Acct. Supervisor


Crossmedia

Lauren Gray - Media Supervisor
Anthony Stancil - Acct. Lead


DigitasLBi

Michael Lampert - VP, Group Director
Kevin Sami - Media Planner


SUMMARY

In 2007 People Magazine was hit by the perfect storm: The Great Recession combined with the dramatic behavioral shift to onlinenews. Celebrity websites offered readers instant access to the stars free, causing Peoples sales to plummet. In 2011, Time Inc. decided to undertake the first advertising campaign in the brand s history. Tapping into the insight that sites are often negative and gossipy , we brought back the romance of celebrity news by paying tribute to celebrities and their amazing lives. Our campaign People Love People increased sales and Peoples market share.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV,Digital/Interactive,Retail Experience

Audience: Boomers (45+),Brand Influencers,Mothers,Women,Young Women (20-35)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English