Storie di successo

Condé Nast Italia porta i lettori in copertina: i sondaggi come strumento di engagement

11/2020

Edizioni Condé Nast, uno dei principali gruppi editoriali al mondo, ha sperimentato in Italia a partire dal 2014 il coinvolgimento delle audience dei propri brand per soddisfarne al meglio le aspettative ed essere contemporanei nelle proposte di contenuti.

Guidata da una visione consumatore-centrica l’editore è riuscito a creare un dialogo continuo e duraturo con i suoi lettori e orientare alcune scelte di carattere editoriale in base alle indicazioni raccolte.

Per farlo ha scelto la soluzione Active Panel di Contactlab, realizzando un vero e proprio custom panel profilato, reclutando utenti dei siti delle proprie testate giornalistiche, lettori delle riviste e abbonati e dando così un supporto informativo qualificato alle principali scelte editoriali.

I brand principalmente coinvolti in questo processo di ricerca sono stati Vanity Fair (settimanale femminile di attualità), AD (mensile di alta gamma di arredo), La Cucina Italiana (mensile di cucina) e GQ (mensile maschile).

Tra gli obiettivi principali del cliente, segnaliamo:

Possedere un DB profilato di utenti altamente ingaggiati e interessati ai prodotti editoriali dell’editore;
Supportare le scelte editoriali principali come la scelta della copertina o dell’argomento di copertina;
Aumentare le performance delle riviste in edicola;
Mantenere alto l’ingaggio dei propri lettori.

Per conoscere nel dettaglio il progetto scarica la storia di successo!

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