Scribbling expressly encouraged: Mis magazine implements guerrilla campaign
For the «Love it? Tag it!» poster campaign, Mis Magazine enlisted regional artists and had them paint posters to achieve a wide reach on social media and attract subscribers.
The editorial team of Mis Magazine has devised an unusual guerrilla marketing campaign to gain additional reach with the 20 poster sites in the Bern-Thun region. For the cross-media campaign "Love it? Tag it!" cross-media campaign, the editorial team provoked people on Facebook and Instagram with calls such as "Scribbling allowed!" or "License to scribble granted". They encouraged their community to immortalize their own statements about the Swiss lifestyle magazine for design lovers and connoisseurs on one of the posters. Some of the posters even had pens dangling from them for this purpose.
Courage to help shape the community
The poster motifs already contained printed comments in handwriting (tags), which was intended to lower the inhibition threshold for "scribbling". Aware that there was a risk that young "scribblers" in particular would see this as an invitation, the campaign began - and the graffiti was limited.
The editorial team pulled the strings in the background and activated its creative network to fuel the campaign and avoid having to rely on social content. Artists from the region used the posters as canvases for free design.
An unusual advertising campaign with the aim of gaining subscribers was created with targeted staging, implemented by creatives from the lifestyle magazine's network.
Tenfold increase in subscriptions
The aim of the cross-media campaign was both to promote the new issue and to gain subscribers. In the campaign period of 14 days alone, the number of subscribers increased tenfold. Because Mis Magazine wants to achieve the turnaround from a free to a paid medium: Since 2013, the company has Mis Magazine distributed free of charge to up to 113,000 households from Berne to Thun.
From the current winter edition onwards, this will change: "We have sharpened our content profile - and Mis Magazine into a Swiss lifestyle magazine for design lovers and connoisseurs. It is simply too high quality to reach an unspecific target group for free," explains editor-in-chief Daniela Dambach.
The five-member editorial team is convinced that existing readers are willing to pay CHF 42 for an annual subscription. Furthermore Mis Magazine on exclusive partnerships and a strong supporter network.
