To test Triumph’s creative, IPC surveyed 8,000 of its female subscribers using an online questionnaire. As well as gathering qualitative insights, the research discovered respondents’ favourite images from the Louise Redknapp photo shoot and the most popular lingerie sets in Triumph’s latest range.
Maxus, Triumph’s media agency, introduced the brand to IPC’s creative testing service.
Purminder Mondair, marketing communications manager for Triumph International, says: “With the IPC creative testing, Maxus have revolutionised our creative selection process so that we know exactly which creative works where and why.”
James Papworth, head of marketing and strategy for IPC Advertising, adds: “While creative testing is common place in broadcast advertising, it’s relatively rare in magazines. The creative testing service at IPC is a cost effective way of testing creative work with actual magazine readers before making a large media investment.”
The Triumph magazine campaign, which uses respondents’ favourite images, is running in a range of fashion titles including Marie Claire, InStyle and Look.
