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Branded Channel for Magasin du Nord

  • Magasin du Nord
Branded Channel for Magasin du Nord preview
Branded Channel for Magasin du Nord preview
Branded Channel for Magasin du Nord preview
Branded Channel for Magasin du Nord preview
Branded Channel for Magasin du Nord preview
Branded Channel for Magasin du Nord preview
  • Description

    Magasin du Nord had its 150th anniversary, and although the department store is today Denmark's leading fashion house, it requires a constant renewal if Magasin continues to maintain their extremely strong position in the market for the next 150 years. Magasin du Nord has a wide audience, with more young people than many people think. In fact, 45% of Magasin du Nord's customers are under the age of 30, so it is natural for Magasin du Nord to constantly work to embrace new media and ways of communicating. Magasin du Nord is strong on offline advertising and digital platforms such as Instagram and Facebook but wanted to grow their presence and communication on YouTube. The challenge for Magasin du Nord was simply - like so many others - to reach young people between the ages of 15 and 25, thus becoming top-of-mind with this otherwise volatile audience and being present on their favorite media. Buying for views and reach is not difficult, but it is an art to be able to create content that makes the audience want to immerse themselves in your universe. If you succeed in this, you can, in turn, create a strong bond with your target group, and thus achieve a clear positioning in relation to a highly competitive market. The aim was therefore that Magasin du Nord in 2017 should make content that the young people would see - and not skip.

    Credits from: https://danishdigitalaward.dk/projekt/magasin-du-nord-branded-channel/

    Category: Social - Continuous Content

    Magasin du Nord

    Birgit Winkel

    Marketingchef

    Ditte Degn

    Online Content Coordinator

    Splay

    Aleksander Handberg Wodschou

    Account Director

    Camilla Thorsen

    Producer

    Lærke Djernæs

    Senior Project Manager

    DANSK

    Baggrund

    I år har Magasin du Nord 150 års jubilæum, og selvom stormagasinet i dag er Danmarks førende modehus, så kræver det en konstant fornyelse, hvis Magasin fortsat skal bevare deres yderst stærke position i markedet de næste 150 år.
Magasin du Nord har en bred målgruppe, med flere unge end mange tror. Faktisk er 45% af Magasin du Nords kunder under 30 år, derfor er det naturligt for Magasin du Nord hele tiden at arbejde på at favne nye medier og måder at kommunikere på. Magasin du Nord er stærke på offline annoncering og digitale platforme som Instagram og Facebook, men ville gerne vækste deres tilstedeværelse og kommunikation på YouTube.

    Udfordringen for Magasin du Nord var simpelthen - som for så mange andre - at nå de unge mellem 15 til 25 år, og dermed blive top-of-mind hos denne ellers flygtige målgruppe og være tilstede på deres favorit medie.

    Det er ikke svært at købe sig til visninger og rækkevide, men det er en kunst at kunne lave indhold, der giver målgruppen lyst til at fordybe sig i dit univers. Lykkedes man med dette, kan man til gengæld skabe et stærkt bånd til sin målgruppe, og dermed opnå en tydelig positionering i forhold til et yderst konkurrencepræget marked.

    Målsætningen var derfor, at Magasin du Nord i 2017 skulle lave indhold som de unge ville se - og ikke skippe.

    Løsning

    2017 var året, hvor influencer marketing var et af de helt store taleemner. Men kan en virksomhed selv blive en influent?
Selvom rejsen derhen kan synes uoverskuelig, besværlig og dyr, så er svaret entydigt: Ja!

    Løsningen hertil ligger i samspillet mellem relevant og underholdende kommunikation eksekveret på målgruppens præmisser og platforme. Hertil kræves der stærke indsigter i brugeradfærd og online kommunikation samt en modig strategi, krydret med en masse spændende personligheder som målgruppen kender til, og identificerer sig med.

    Med udgangspunkt i YouTubers måde at oparbejde en fanbase på, lykkedes Magasin du Nord i 2017 på stærk vis at opbygge deres egen YouTube-kanal med engagerende indhold, som målgruppen aktivt ser og interagerer med. En rejse der så sin spæde start året før med serien Styleduellen på Splays YouTube-kanal, som Magasin du Nord var afsender på.

    For at skabe loyalitet over tid, er det afgørende at kunne bygge et univers og producere indhold, som målgruppen gider at involvere sig i og besøge igen og igen. Det er altså ikke nok med en enkelt “viral” video, hvis målet er at sikre et langsigtet forhold til din målgruppe. Derfor blev der tænkt i kontinuerlige serie-formater, der sikrer, at de unge genbesøger kanalen uge efter uge.

    Med udgangspunkt i influenter kendt af målgruppen, byggede Magasin du Nord et univers med unikt indhold på YouTube, der levede videre på Instagram, Facebook og Snapchat. Et univers med elementer og profiler som målgruppen kender fra de digitale medier, men med stormagasinet, produkterne og Magasin du Nords USP’er som udgangspunkt for indholdet.

    Distributionen af indholdet var også en vigtig del af løsningen. Du kan godt sikre dig et højt antal visninger på YouTube, men aldrig subscribers, hvis du ikke segmenterer dit indhold yderst møjsomligt. Distributionen af indholdet handlede derfor om, at ramme den helt korrekte målgruppe, der derefter vil kunne gøres til superfans - for i sidste ende at blive konverteret til abonnenter på Magasin du Nords YouTube-kanal og forblive aktive seere i fremtiden.

    Endvidere vidste man, at hvis man ramte de rigtige mennesker med indholdet, ville disse frivilligt besøge kanalen for at se mere indhold. Dette lykkedes på bedste vis, og på den måde oversteg de organiske visninger på blot et par uger de betalte.

    Resultat

    Målet med at blive en ledende stemme blandt de unge og opbygge et univers, som målgruppen frivilligt besøger, er lykkedes. Og i en grad, som det ikke førhen er blevet set i Danmark.

    Magasin du Nord udtaler selv: “Det er altid et sats og en investering at gå helt nye veje, men modtagelsen hos målgruppen har været utrolig positiv. Muligheden for at kunne gå i dialog med og inspirere de unge, har været en kæmpe gevinst, hvorfor vi selvfølgelig fortsætter denne rejse i 2018.”
- Birgit Winkel, Marketingchef

    På rekordtid fik Magasin du Nord opbygget en flot følgerbase og et engageret community på YouTube. Blot 3 måneder tog det for kanalen at runde 12.000 aktive abonnenter fra målgruppen.
På et halvt år har Magasin du Nord via deres egen kanal og influenters kanaler fået over 4.500.000 afspilninger på YouTube, hvoraf hele 70% er organiske - altså et tydeligt tegn på, at målgruppen elsker indholdet.
Og indholdet har i den grad fanget de unge. Den samlede view-trough-rate på tværs af alle 4.500.000 afspilninger er 57% svarende til 6 minutter og 20 sekunder set. Dette betyder, at Magasin du Nord på YouTube alene har underholdt målgruppen i over 54 år - det er ufatteligt lang tid.

    Resultaterne var så imponerende, at Magasin du Nord i kvartalet, hvor kanalen gik i luften, lykkedes med at få 8 ud af 10 videoer på YouTubes Ads Leaderboard. YouTubes Ads Leaderboard består af de bedste reklamer på YouTube målt ud fra parametre som visninger, view-trough-rate og engagement - og at få 8 ud af 10 pladser er en yderst imponerende præstation, der aldrig før er set i Danmark.

    Udover YouTube har Magasin du Nord været stærkt repræsenteret på Instagram, hvor der er opnået et enormt reach på over 18.000.000 via influenter og egen kanal.

    For yderligere at manifestere Magasin du Nords position i de unges virkelighed, var Magasin du Nord afsender på prisen Årets Beauty & Fashion til Guldtuben 2017. Et show der blev afholdt foran 9.000 unge i Royal Arena, sendt live på TV2 Zulu og som har godt 1.000.000 afspilninger på YouTube.

    Og sådan blev Magasin du Nord til en influent med en masse engagerede, aktive og loyale fans.

    (English translation + Google translate)

    Background

    This year, Magasin du Nord has its 150th anniversary, and although the department store is today Denmark's leading fashion house, it requires a constant renewal if Magasin continues to maintain their extremely strong position in the market for the next 150 years.
Magasin du Nord has a wide audience, with more young people than many people think. In fact, 45% of Magasin du Nord's customers are under the age of 30, so it is natural for Magasin du Nord to constantly work to embrace new media and ways of communicating. Magasin du Nord is strong on offline advertising and digital platforms such as Instagram and Facebook, but wanted to grow their presence and communication on YouTube.

    The challenge for Magasin du Nord was simply - like so many others - to reach young people between the ages of 15 and 25, thus becoming top-of-mind with this otherwise volatile audience and being present on their favorite media.

    Buying for views and reach is not difficult, but it is an art to be able to create content that makes the audience want to immerse themselves in your universe. If you succeed in this, you can in turn create a strong bond with your target group, and thus achieve a clear positioning in relation to a highly competitive market.

    The aim was therefore that Magasin du Nord in 2017 should make content that the young people would see - and not skip.

    Solution

    2017 was the year when influencer marketing was one of the big topics. But can a company even become an influencer?
Although the journey there may seem incomprehensible, cumbersome and expensive, the answer is unequivocally: Yes!

    The solution to this lies in the interaction between relevant and entertaining communication executed on the target group's premises and platforms. This requires strong insights into user behavior and online communication as well as a courageous strategy, seasoned with a lot of exciting personalities that the target audience knows and identifies with.

    Building on YouTube's way of building a fanbase, Magasin du Nord in 2017 successfully built their own YouTube channel with engaging content that the target audience actively watches and interacts with. A journey that saw its start early the year before with the series Styleduellen on Splay's YouTube channel, which Magasin du Nord was the sender of.

    In order to create loyalty over time, it is crucial to be able to build a universe and produce content that the target audience likes to engage with and visit again and again. So a single "viral" video is not enough if the goal is to ensure a long-term relationship with your target audience. Therefore, it was thought of in continuous series formats that ensure that the young people visit the channel week after week.

    Starting with influencers known by the target audience, Magasin du Nord built a universe of unique content on YouTube that lived on Instagram, Facebook and Snapchat. A universe of elements and profiles that the target audience knows from the digital media, but with the department store, the products and Magasin du Nord's USPs as the starting point for the content.

    The distribution of the content was also an important part of the solution. You can secure a high number of views on YouTube, but never subscribers if you don't segment your content very hard. The distribution of the content, therefore, was about hitting the right audience, which could then be made into superfans - to eventually be converted to subscribers to Magasin du Nord's YouTube channel and remain active viewers in the future.

    Furthermore, they knew that if you hit the right people with the content, they would volunteer to visit the channel to see more content. This succeeded best, and in that way exceeded the organic views in just a few weeks they paid.

    Result

    The goal of becoming a leading voice among the young people and building a universe that the target group voluntarily visits has succeeded. And to an extent that has not been seen in Denmark before.

    Magasin du Nord says: “It is always a rate and an investment to go completely new ways, but the reception from the target group has been incredibly positive. The opportunity to engage with and inspire the young people has been a huge gain, which is why we will continue this journey of course in 2018. ”
- Birgit Winkel, Marketing Manager

    In record time, Magasin du Nord got a great follower base and engaged community on YouTube. In just 3 months, it took the channel to round 12,000 active subscribers from the target audience.
In six months, Magasin du Nord, through their own channel and influencer channels, has received over 4,500,000 views on YouTube, 70% of which are organic - which is a clear sign that the audience loves the content.
And the content has caught the young people to that extent. The total view-trough rate across all 4,500,000 views is 57%, equivalent to 6 minutes and 20 seconds seen. This means that Magasin du Nord on YouTube alone has entertained its target audience for over 54 years - that's an incredibly long time.

    The results were so impressive that in the quarter when the channel aired, Magasin du Nord managed to get 8 out of 10 videos on YouTube's Ads Leaderboard. The YouTube Ads Leaderboard consists of the best ads on YouTube measured by parameters such as views, view-trough rate and engagement - and getting 8 out of 10 seats is an extremely impressive achievement never before seen in Denmark.

    In addition to YouTube, Magasin du Nord has been heavily represented on Instagram, with a huge reach of over 18,000,000 via influencers and own channel.

    To further manifest Magasin du Nord's position in the reality of young people, Magasin du Nord was the recipient of the Beauty & Fashion of the Year award for the Gold Tube 2017. A show held in front of 9,000 young people in the Royal Arena, broadcast live on TV2 Zulu and which has over 1,000 .000 views on YouTube.

    And that's how Magasin du Nord became an influencer with a lot of dedicated, active and loyal fans.

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