Joules

BRAND PARTNERSHIP

CHALLENGE

Modern life is hectic, and it feels more important than ever to slow down from time to time, head outdoors and spend quality time with friends and family. This was the insight behind our Autumn Walks special across our 24 counties. In Oct 2019 we partnered with Joules, turning Autumn Walks into a two-week event to coincide with Joules’ charity fundraising month. 

OUR IDEA

We encouraged our readers to tap into our intimate local knowledge by taking one of our recommended walks, to share the experience on social media and donate to the Joules charities before relaxing at our suggested nearby pub. We created sponsored content to introduce Joules as our partner and all the features and assets were co-branded with Joules. The campaign included a giveaway and all activity was amplified across email newsletters and social. 

RESULTS

What we achieved: An opt-in rate of 48% and 50% higher competition entrants than our KPI. Dwell time on the feature of 3 mins and 30 seconds.