DK Adult case studies
Discovery Vitality - Mother and Baby Book Selection
Summary
Client: Discovery Vitality
Product: Johnson and Johnson's Mother and Baby Book, Touch 'n Feel Baby Animals
The client's need
Discovery is South Africa's leading private medical aid company and they have a separate health programme for members called Discovery Vitality. All expectant mothers on this programme are lucky enough to receive a free bag of baby products and they were looking for book products to insert into these bags.
The DK Solution
The client wanted both an informative book for new mothers, as well as a treat for the new baby and the Johnson's Mother and Baby book, as well as the DK Touch and Feel book perfectly suited their needs. Both were branded with the Discovery Vitality logo to further reinforce the brand in consumers' minds for years to come.
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Your Baby & Toddler Magazine - DK Board Books
Summary
Client: Your Baby & Toddler magazine
Product: Three DK board books
The client's need
Your Baby & Toddler magazine wanted to encourage repeat purchases of their magazine and needed an attractive and appealing product in order to do this.
The DK Solution
We custom produced three different DK board books which they covermounted with a single issue of their magazine. The promotion was a huge success and increased readership of that month's issue
substantially.
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Chevrolet
Summary
Client: Chevrolet
Product: The Captiva Camping Book
The client's need
Chevrolet identified that their new hybrid 4x4 vehicle The Captiva, was ideal for family camping holidays and wanted to highlight to the value-for-money customer how camping should be part of their summer plans. To connect with the target audience, they wanted to provide content that would encourage consumers to try the Captiva car model. The guides were to be distributed to key regional dealerships and media slots would promote the guides and push people to the dealerships. The guides would also be used to attract interest in the vehicle during a Roadshow
The DK Adult solution
DK worked with Chevrolet and their agency to develop the concept. We suggested utilising content from the DK title The Camping Book and collaboratively we selected the most relevant spreads for family camping. In addition, our editorial team created advertorial spreads to link the relevance of the car to aiding the family camping experience. New covers were designed to show the vehicle on the cover and to ensure maximum branding opportunity for Chevrolet
The results
The guide was used for sampling purposes during summer 2009, during the Captiva Camping Roadshow, which stopped at 5 major shopping centres across the UK.
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Bauer Media
The client's need
Bauer Media were looking for titles for their pregnancy and parenting titles for use as covermount for their issues but to a set budget. In order to meet the budget, our production team looked at ways to be able to de spec the trade titles. We faced three different challenges based around the books and topics selected by Bauer. We were able to meet the demands by printing in B Format paperback.
Dr Miriam Stoppard Pregnancy & Birth Handbook
DK production and design teams worked together to reduce the files in proportion and used a slightly higher paper grade than the others to ensure the black and white reproduction of the images worked.
Annabel Karmel Baby and Toddler Recipes
We took text from two different Annabel Karmel titles to create a bespoke offering.
Baby Names
We worked with a partner to license the content and edited to suit the UK Market.
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Pfizer - DK 101 Essential Tips: Caring for your Dog/Cat
Summary
Client: Pfizer
Product: DK 101 Essential Tips: Caring for your Dog/Cat
Format: pocket-size
The client's need
Pfizer wanted to increase consumer awareness of its Stronghold brand through a fully-customised publication and approached DK for a content solution.
The DK Adult solution
DK Adult proposed and produced bespoke editions of its pocket-sized guides - 101 Essential Tips: Caring for your Dog/Caring for your Cat - adding a fully branded cover and personalised front page detailing the benefits of the Stronghold brand.
The results
The pocket-sized DK 101 Essential tips series has continued to run as a successful promotion. Launched initially in the UK, the series has since been rolled out internationally and proven to be a key factor in raising Pfizer's brand recognition.
Testimonial
"We have worked with DK for several years and they have been instrumental in the performance of promotions that have run worldwide. This has been one of the most successful tie-ups that we have had to date."
Kevin Turner, Account Director
Topline Advertising & Marketing
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Pfizer - 101 Essential Dog & Cat Care
Summary
Client: Pfizer
Product: 101 Essential Dog Care & 101 Essential Cat Care - Custom Pfizer Editions
Format: paperback, 72 pages, full colour, 5(w) x 7(h) inches
Publication: July 2007, November 2008, December 2009
The client's need
Pfizer needed a medically relevant component for a drug marketing kit for medical professionals.
The DK Adult solution
We branded two relevant books with Pfizer's information and logos.
The results
Pfizer created an impacting marketing kit that is well received and effective year after year.
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Telegraph Guide to How to Photograph Absolutely Everything
Summary
Client: Telegraph Media Group
Product: DK How to Photograph Absolutely Everything
The client's need
The Telegraph Media Group wanted a photography book with wide appeal to tie-in with their summer photography promotion and approached DK for a content solution.
The DK Adult solution
We presented The Telegraph with a range of books and worked closely with them to select the most appropriate material. How to Photograph Absolutely Everything, an in-depth guide for photographers at every ability level, met their brief perfectly. Our in-house team were able to split and shrink the existing book into seven different full colour titles, which covered all aspects of photography from basic step-by-steps to more advanced tips on artistic expression.
The results
The first two parts of the promotion were published as cover-mounts in the Saturday and Sunday editions of The Daily Telegraph. The remaining five parts could be collected from participating branches of WH Smith from Monday to Friday. The promotion exceeded the client's expectations, delivering a larger than expected increase in circulation for the period of the promotion.
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Jewelry Television Selection
Summary
Client: Jewelry Television (JTV)
The client's need
JTV, a television retailer, was looking to differentiate their product offerings and educate customers on their core product.
The DK Adult solution
JTV commissioned five customised books relating to gems, rocks and minerals. Books were customized with unique, JTV-specific covers and represented various price points, formats and extents.
The results
JTV increased their product offerings, educated customers and increased sales.
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James Bond: Vehicles
Summary
Client: 20th Century Fox Home Entertainment
Product: James Bond: Vehicles - Custom Mini Excerpted Edition
Format: paperback, 48 pages, full colour, 5.25(w) x 6.25(h) inches
Publication: February 2009
The client's need
The second largest US discount chain wanted Fox to provide an exclusive item to the Quantum of Solace DVD to increase consumer appeal. Fox needed the value-added product to focus on one of 'cooler' aspects of the Bond mythos and also fit within budgets, packaging dimensions, license scope and exclusivity expectations.
The DK Adult solution
From the 320-page, 10x12 DK James Bond Encyclopedia we excerpted vehicle-specific content and shrunk it down for easy on-packaging to a DVD case.
The results
The discount retailer was able to advertise and offer a store exclusive. Fox accommodated their account and increased sell-in quantity by offering the exclusive.
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The Cooking Book for Ocado
Summary
Client: Ocado
Product: Recipes from The Cooking Book for Ocado's online recipe finder
Format: Digital text and image files
Publication: Since January 2009
The client's need
Ocado were looking for content to bolster their online recipe finder, which was part of their online grocery service. They needed content which they could use to inspire and enthuse shoppers, as well as provide a solid and extensive recipe database.
The DK Adult solution
We digitized and delivered our most comprehensive cookery bible, The Cooking Book, in rich, flexible xml formatted to Ocado's special requirements. The extent of the tagging allowed the 1000 recipes to be queried item by item, and quantity by quantity, so that an online shopper would be able to select the recipe, and then choose to have quantities for the entire recipe dropped into their online virtual basket as they shopped. We were also able to display prominent 'Buy the Book' links, and shoppers could also drop a copy of the book into their weekly shop!
The results
Ocado came up with a stunning content offering, which also acted as a sales generator for their product. For DK, we were delighted to see our content add such depth to the offering, and being used in such a flexible and engaging way.
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Family Doctor Health Adviser Online with the Royal Australian College of General Practitioners
Summary
Client: Royal Australian College of General Practitioners
Product: Family Doctor Health Adviser Online, an online medical database, built around DK's multi-million copy selling Family Doctor Home Adviser
Publication: December 2008
The client's need
Aware that more and more patients check their symptoms online before attending an appointment with their GP, and also aware that much of the content available online could be inaccurate and misleading, the RACGP wanted to offer an online, fully comprehensive medical advice site. They had worked with us to modify the original book for the Australian market, so were familiar with our content, and were confident this would resonate with their online members. They wanted content which would be sufficiently interactive to offer online diagnostic tools, which could act as a catalyst to patients seeking further information from their GPs.
The DK Adult solution
The Family Doctor Home Adviser is one of DK's bestselling titles, based on its authoritative database of common medical conditions. We digitized this content to create interactive Q&A tools which could quickly, effectively and safely offer trusted advice to an online user. We boosted this with images from our medical database to create a rich database.
The results
The RACGP achieved their mission of creating a credible online resource of medical symptom information. The original book content, which had been localized for the Australian market in conjunction with the RACGP, was given additional functionality, and added real depth to the RACGP's web offering.
Testimonial
"In 2008, The Royal Australian College of General Practitioners joined with DK to launch its consumer website, which was intended to provide consumers with an easily accessible and reliable source of medical information relating to common ailments and concerns for every member of the family.
The college was confident that the content in DKs Family Doctor Home Advisor was perfect for this purpose and was pleased to make the majority of the content from this book available in an easy-to-use click through format on our website at www.racgp.org.au/familyhealth.
The site has proven to be highly successful. In the 12 months to end January 2010, the site had over 121,000 visitors from 10 countries, and has greatly increased the profile of the college to the general public in Australia.
The college looks forward to continuing its partnership with Penguin and DK books in the future."
Mark Donato, General Manager membership and Marketing
The Royal Australian College of General Practitioners
