Case Study: Spinneys achieves integrated content-led multichannel marketing and increased engagement with John Brown Media

John Brown develops a collaborative content-led marketing programme for one of the UAE’s top supermarket chains

Spinneys, Dubai’s leading premium food and general merchandise retailer, engaged John Brown Media to redesign its monthly customer magazine and rethink a largely advertising‑funded, “free to client” marketing model. The challenge was to create a content‑led, omnichannel marketing programme that integrated in‑store, print and digital activity and supported Spinneys’ commercial priorities across buying, merchandising and customer engagement.

John Brown Media delivered a collaborative content strategy and a full programme — a paid monthly print magazine with an animated online teaser, a weekly shopping brochure and food blog, social media management (Facebook, Twitter, Pinterest, Google+), in‑store promotions, advertising sales, a weekly e‑newsletter and ongoing website and merchandising “surgeries.” The work has produced integrated, higher‑quality in‑store, online and in‑print marketing, livelier social channels and stronger commercial performance; Spinneys reports world‑class content, increased engagement and that they are meeting expectations on sales of featured products and advertising revenue.

Spinneys

Colette Shannon

Communications Manager