Through its digital, social and print platforms, the CLEO brand has successfully engaged over 560,000 millennials every year and will continue to woo its audience with its various entry points and content.
Known as the early trend adopters, digital natives and selfie generation, female millennials aged 20-29 is exactly the target audience that CLEO is eyeing on – young working women with high disposable incomes who are keen to explore new options.
For CLEO, keeping up with their target audience meant wooing them through various touch points on its print, digital and mobile platforms.
Millennials favour visually-led content, with text broken down into bite-sized chunks; long-form features are still of interest but they have to be easy to navigate. Flip a copy of CLEO and notice how the magazine’s layouts now have several entry points with multiple images on each page to tell stories in a different and more engaging way. The revamped website, which also mobile-optimised, serves up content which are visually attractive and easily digested. What’s more, CLEO offers content from a local perspective, reflecting the local life and humour through CLEO’s various platforms.
Millennials tend to be viewed by advertisers as a difficult group who can only be won over with fancy creative gimmicks. While they are not necessarily against sponsored native content, what millennials are on the lookout for is authentic content – which CLEO believes is all in the details and delivery. Run-of-the-mill content is no longer sufficient; millennials are big on customisation and so on CLEO.com.sg, the digital team not only provides trendy up-to-date content, but also suggests similar content in the same vein.
Millennials are big on videos too; it is said that 67 per cent of millennials turn to YouTube when they want to learn how to use a new product. Likewise, video is a platform whereby the CLEO team connects with their readers – from first-person reviews to hosting CLEO events to starring in CLEO’s videos and live-streams. The CLEO team also believes in peer-to-peer recommendation and that is why the team uses their audience as stars in CLEO videos. CLEO also collaborates with vloggers and influencers to create great editorial and sponsored native content.
Claire Starkey, Editor of CLEO, said: “My number one tip for talking to millennials? Remember that they’re so much more than just a demographic or labels like “selfie generation”. They’re each trying to figure out their preferences and the rest of their lives. And yes, way better at nailing Snapchat filters than their predecessors. To make your mark, you’ve got to stay one step ahead of the curve – ask if you need some help with this one, because we have some great tricks up our sleeves for 2017.”
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For more information, please contact:
Chua Pei Ling
Corporate Communications & CSR
Singapore Press Holdings Ltd
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About CLEO Singapore
CLEO Singapore was launched in October 1994 with a simple mission: to provide young women with a fresh, fun, intelligent, relevant and global perspective to life! After 20 years, CLEO continues to rank as Singapore’s best-selling young women’s magazine with a strong readership of 69,000 readers (AC Nielson Media Index 2015) and majority of the readers aged from 20 to 29. No other women’s magazine taps into the twenties market with the strength, expertise and credibility of CLEO.
About SPH Magazines
A leading publisher in Singapore and the region, SPH Magazines Pte Ltd is a wholly-owned subsidiary of media organisation Singapore Press Holdings Limited.
With a proven track record for sterling editorial content, award-winning designs and creative solutions, SPH Magazines together with its subsidiaries, Blu Inc Holdings (Malaysia) Sdn Bhd, Blu Inc Media (HK) Limited and Blu Inc Media China, raise the bar as a dynamic publisher. In its stable are about 100 titles in the region, in English, Chinese and other languages, covering lifestyle, fashion, beauty, society, bridal, health, men’s lifestyle, automobile, parenting, decor, new media and business. All the newsstand publications, including flagship title Her World, and other titles such as Female, Cleo, The Women’s Weekly, Harper’s BAZAAR, Cosmopolitan, The Peak, ICON, Home & Decor, Nuyou, Torque, Asia-Pacific Boating, AsiaSpa and LP Luxury Properties are among the highest-circulating titles and best-read in their respective lifestyle categories.
In addition, websites such as herworldPLUS.com, HardwareZone.com and Luxury-Insider.com have extended its reach online, engaging readers with interactive content, capturing audience beyond print.
SPH Magazines’ established editorial unit provides excellent custom publishing services to major corporate clients by producing custom lifestyle magazines, newsletters and other collaterals to meet their business needs. clickTRUE Pte Ltd, an associate company of SPH Magazines, is a Pay Per Performance online marketing company specialising in Online Media Planning, Search Engine Marketing and Optimisation, Web Analytics Consultancy and Landing Page Optimisation.
With a vision to continue regional growth, SPH Magazines is set to hold a leading position in publishing in Asia, with a presence in China, Hong Kong, India, Indonesia, Thailand, Malaysia, The Philippines and Vietnam.
As a Publisher of Choice, SPH Magazines aims to deliver the best to meet the diverse needs and interests of readers and advertisers.
Visit www.sphmagazines.com.sg for more information.
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