Gorgeous fashion, dreamy holiday destinations, cool competitions and exclusive events are pulling in legions of new fans to the newly revamped Edgars Club website and its associated digital platforms.
In less than six months John Brown Media, which secured the development of the Edgars Club website and its digital platforms, has increased web traffic, grown its Facebook fan base, drawn an 81% response rate (industry standard for Q3 2012 was 48%) and launched an inspirational new Pinterest offering.
“Traditionally the festive period is a little slower in the digital sphere, so we’re incredibly chuffed with the results we’ve achieved; from great organic growth on Facebook to a fantastic response from our digital community. We’ve also introduced some new channels on the Edgars Club website; we’re kicking off the year on a high,” says Kim Seeliger, digital editor for Edgars Club.
The new-look Club portal boasts a broader lifestyle appeal for the 1m-plus members, with travel being a major focus. The introduction of the Edgars Club Travel Desk, which has a dedicated team compiling exclusive online SA travel packages for members who wish to make the most of the user discounts, has proven immensely popular. From travel to entertainment, fashion, beauty and home; whether you need advice, want to take advantage of a discount, watch a quick video clip or take a sneak peek into the very popular monthly Club magazine, there is something for everyone. Plus, you can visit the Pinterest board for inspiration while keeping up to date with the latest tweets.
Edgars Club digital channels also offer Club members the opportunity to benefit from events and competitions marketed solely via the website and social media, such as an exclusive preview of the latest 007 film, Skyfall, at the end of 2012 – a campaign run in collaboration with Club partner, Ster-Kinekor, which received a record response.
Candy Steyn, Edgars Club Operations Manager, says: “In less than six months, the digital team has redesigned and launched a completely new website, help acquire and retain members, and provided fresh and relevant content – just imagine what we’re going to achieve in the next six months!”
John Brown Media has been responsible for creating engaging branded content across print and digital platforms for some of the biggest brands in South Africa since 2007, including Pick n Pay, Discovery, Edgars and Spur. The growth of the Edgars Club digital platforms is testament to its long standing relationship with the retailer, having published Edgars Club magazine and Edgars Club MAN magazine, along with Edgars Club supplements and catalogues since April 2011.
Pick n Pay and John Brown Media announce the launch of SA's first digital food blogger competition - Freshly Blogged
John Brown Media is part of a global leading content marketing agency, with offices in Cape Town, Johannesburg, London, Hong Kong and Dubai. Our passion is helping brands engage with customers across a multitude of platforms from digital to print. We launched in South Africa in 2007 to publish Pick n Pay’s Fresh Living magazine and have since added Edgars Club, Discovery and Spur Totem to our blue-chip client portfolio.
As one of the fastest growing content agencies in South Africa, we offer our clients innovative 360-degree solutions. Pivotal to this offering is our growing digital capabilities; continuously raising the bar for our clients while remaining focussed on what we do best – helping brands create a dialogue with customers, which results in a commercial transaction and greater brand engagement.
Pick n Pay Fresh Living
Pick n Pay’s in-store magazine, Fresh Living, is the top-selling food mag on SA shelves. This topical, fun and accessible food and lifestyle monthly is aimed primarily at women shopping for their families. Brimming with practical, modern recipes, health and décor ideas, humour, social commentary and local celeb interviews, Fresh Living aims to educate, inspire and entertain. We showcase the broad range of food and other products available at Pick n Pay, and focus on affordable, user-friendly solutions and ideas for the South African family.
Discovery magazine, South Africa’s biggest circulating healthy lifestyle title, has a fresh, vibrant new look and content that is focused on healthy lifestyle inspiration, motivation and advice – rather than on disease prevention. Distributed three times a year, Discovery magazine offers relevant, easy-to-read health features by the best South African writers, plus fast, fun recipes, tempting travel ideas, fitness and sport, and technology. Discovery is posted to more than one million Discovery members.
Close to one million Edgars shoppers receive Edgars Club magazine each month, an exclusive publication for Edgars Club members offering a host of benefits plus top fashion, beauty and décor trends, exciting in-store products and practical ‘how-to’ tips to help members gain more from their Edgars shopping experience. Edgars Club magazine is published in English and Afrikaans and is aimed at the savvy shopper who wants to maximise the benefit of being an Edgars Club member.
Spur Steak Ranches’ quarterly edutainment magazine, Totem, is the biggest circulating kids’ title in South Africa, packed with fun activities for children and distributed in more than 230 restaurants nationwide. With the ‘Secret Tribe’ members Soaring Eagle, Buffalo Brave and Buttercup on its editorial team, each issue reflects a passion for good food and family values and is jam packed with awesome competitions, interactive educational games, eco-friendly tips and a fun-filled Spur Secret Tribe Adventures comic.