Case Study: F&F achieves fashion-brand credibility and a surge in digital engagement with John Brown Media

F&F - Customer Case Study

F&F (Tesco) needed to lift its fashion credentials and drive spend among style‑conscious women aged 25–45. John Brown Media was engaged to create a multichannel content programme — including a relaunched print magazine, web content, social media and email campaigns — to position F&F as a credible fast‑fashion destination and broaden its appeal without alienating core customers.

John Brown Media delivered eight campaigns (two print+digital, six digital), a central content hub and responsive designs rolled out across six territories, combining premium photography, editorial and commerce-focused formats. The programme drove clear results: about 200,000 mobile visits, 71,000+ tablet visitors, a weekly F&F Fridays email to 533,560 subscribers, a 60% rise in Tumblr traffic in three months, new third‑party ad revenue and stronger international brand perception and engagement.

F&F

Lucy Wheeler

Head of Multichannel Content