What’s the problem?
We've heard it all before. So had the target audience. That was the problem… mydaily.co.uk is yet another online journal aimed at 'aspirational independent-minded women' with a focus on – again no surprises – 'home, fashion, décor, mind, body and travel'. BUT (and as you can see, it's a big 'but'), mydaily.co.uk is a really good read, written by some top journos. So in an overcrowded marketplace, we had to find a way to give it the attention it deserved.
…what people value
How do you change the reading habits of affluent, aspirational
and independent-minded women aged between 25-44 who already
a lot of wwwords? We decided to sell mydaily.co.uk as a range of tangible
products that these pressurised ladies rely on every day… Like lippy.
Or handbags. Or Mace.
The creative innovation
'Your daily essentials' became the all-important creative line. Using this, and the high production design values you'd normally associate with designer label marketing, we sold them the benefits of other products they use every day in parallel with those of mydaily.co.uk