Leading women’s magazine Stylist has teamed up with out of home media owners Clear Channel to bring their Style List Gift Guide directly to shoppers on high streets up and down the UK with a unique, first of its kind out of home execution.
Inspired by the ever popular Christmas gift guide, a format Stylist readers are familiar with, the campaign aims to reach, engage and inspire shoppers at the right time and in all of the right places.
Data from Google Trends shows that the search term “Gift Ideas” starts to grow around early November, peaking mid-December with four times the number of searches than the rest of the year.
The campaign appears in two parts: the first features a pair of Stylist editors’ picks of the hottest, boutique must-haves this Christmas.
The second allows brands to buy into the concept and dominate the entire slot with their product, whilst appearing within the Gift Guide template. The framework requires just product information and a photo to bring it to life, opening the opportunity to brands and products that might not have run a dedicated campaign, as well as supplementing those key festive campaigns.
The initial brands to take advantage are Gordon’s Gin - a classic London Dry Gin that makes the perfect festive G&T (Diageo) - to appear this week, and bareMinerals, running later in December.
The recently launched campaign will run across the country on Clear Channel’s Malls and Socialite networks, as well as Adshel Live, the UK’s biggest digital Out of Home network.
Clear Channel’s chief revenue officer Richard Bon says, “The flexibility and creative capabilities of Digital Out of Home make it the perfect platform for Stylist’s Gift Guide. Our screens are in the perfect locations to put brands at the forefront of shoppers’ minds in the lead up to Christmas. We’re exceptionally proud to be working with Stylist, a truly influential and trusted publication that brings real clout to this activation.”
Sophie Robinson, chief marketing office at The Stylist Group, says: “We’re absolutely thrilled to be able to work with Clear Channel to bring our audience and shoppers the best Christmas Gift Guide around. It’s crucial for us to ensure that we’re always engaged with our audience, whether it’s through empowering words in the magazine or producing creative content for our brands right out the high-street, that level of connectively with our readers is second to none.”