As printed branded content, we had to put the quote “PUBLICITE” which means “ADVERTISING” on the cover page of the magazine together with the legal information from BEIERSDORF, the group to which Hansaplast belongs. We also had to include next to each product its recommended price.

April 20th: Teasing email to 500 journalists/bloggers/influential women to invite them to train their feet to be ready to read the coming FEETMAG.

April 22nd: 500 magazines sent to those people with a paper note, explaining the concept: Read the FEETMAG with feet, take a picture of your feet turning pages and post it on twitter with #selfeet #feetmag #hansaplast.

April 29th: Promotion of the magazine through the Nivea newsletter.

May 19th: Promotion of the magazine through the Odyssea newsletter (race against breast cancer).

From May to October: Magazine handed out to 16,000 runners from Odyssea race (6 races throughout France).

After less than one week (from April 20th to 24th), we already have the following results:

? Email sent to 500 journalists / Bloggers and Influencers: 78,6% opening rate / 46,8% click rate.

? Film views: 1350 views.

We are still waiting for the press & blog coverage and target audience’s feedback during the Odyssea races.