Womens Health3

Women's Health

Category:
Team Excellence Awards
Editorial Team of the Year: Consumer

The Women’s Health editorial team are celebrating a phenomenally successful 2021, having chieved a revenue increase of 35% YOY and ensuring the brand is more profitable and has a bigger footprint than ever before. The small and talented team of eight writers and editors, led by Editor In Chief Claire Sanderson, punched above their weight on every platform the WH brand occupies - print, womenshealthmag.com/uk, Instagram, Twitter, Facebook, Snapchat, TikTok, YouTube and new membership proposition Women’s Health Collective - smashing their editorial and financial targets to empower their audience of intelligent, successful women to achieve a fitter, happier and healthier lifestyle.

As a result of the pandemic and subsequent lockdowns, many lifestyle titles entered the health and wellness space, producing content to rival the core WH pillars. Despite all this, the small and talented WH team decimated targets of reach and revenue, in addition to launching a new paid-for membership platform ensuring the demand for Women’s Health trusted expertise and excellence has stayed strong. They leveraged their deep audience engagement to make their recent campaigns a triumph – both commercially and editorially. From helping their audience gain body acceptance via Hearst UK’s biggest purpose campaign Project Body Love, to giving women a platform to highlight the harassment they experience while running through Reclaim your Run, 2021 was the year Women’s Health made a conscious commitment to serve all women to be the healthiest version of themselves.

The team decided to feature themselves more across the brand’s social media channels, creating self-shot content, such as I Tried A Core Routine That Jennifer Lopez Loves (984K UUs) and I Tried The Two-Serum ‘Botox-Effect’ Hack From The Ordinary (295k UUs) which encouraged high levels of community engagement across Facebook and Instagram. The aim of It Starts With A Bra campaign was threefold: to highlight the issue of health inequity UK women face when engaging in exercise; to donate sports bras to women in need; and to empower them with knowledge and confidence. The team fostered their existing relationship to secure Under Armour as the campaign’s partner, gifted 2000 bras to women’s charities and created a comprehensive multi-platform editorial and co-branded content package, spanning a 10-month period.

The stats speak for themselves. Unique users to the Women’s Health website grew 78.06%, from 24m to 34m. Social media revenue grew a remarkable 42% YOR in 2021, highlighting the audience trust in the team’s recommendations of fitness gear, beauty, parenting essentials, and more. E-commerce revenue also grew 60% YOY.

Enjoying 167% revenue growth, the brand’s YouTube channel hosted 187k hours of watched content with the virtual event series Women’s Health Weekenders being a particular highlight. On-site views grew by 120%, which was driven by workout videos. The total reach of the It Starts With A Bra co-branded content topped 67m, and many millions more engaged with the editorial content too.

Plus, as part of the Reclaim Your Run campaign, thousands of women and allies of all genders answered WH’s call to run for 25 minutes in a show of solidarity for the 25% of women routinely sexually harassed while running.

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