Since Alpro’s participation in myShopizine was part of a national campaign, it was important to add the campaign’s central image. That’s why it was promoted as a classic advertisement on one of the first pages in the magazine, as well in the paper as the digital version.
Alpro’s story about vegetbale alternatives for animal fat asked for a more integrated approach. Native advertising allowed us to tell the story from the consumer’s point of view, adding a recipe to encourage the reader to change to a healthier diet right there and then. By adding a call-to-action to check out the video of the recipe and to discover another Alpro recipe, we also generated traffic for their e-magazine and blog articles.
The consumer was encouraged to buy Alpro’s products: two coupons were added, allowing consumers to benefit from discounts on both products that were discussed in the article. The coupons were added to the special coupon page, where consumers could find all coupons from myShopizine advertisers at one central spot.
