Building an audience

One year prior to the release of Peeps magazine, we started a campaign to build an audience. Our mandate favoured quality over quantity. We launched the Peeps brand on Twitter, Instagram and Facebook, methodically building relations with each relevant community. We also invested in building locally with the launch of TED-style public conferences in Toronto called Peeps Talk.

Stirring stories make compelling content --The first six months of a launch
Website Visitors127,437
Purchases4,195
Social Media Followers10,501

Creating a hub

While Peeps magazine is a print publication, building a digital brand for Peeps was paramount to its success. The anchor for the digital brand was the creation of the Peeps website, called Peeps Forum. It featured an ongoing feed of exclusive Web content.

Using social media to amplify the voice

Three months prior to the public release of both the first and second issues of the magazine, Peeps launched separate crowdfunding campaigns as catalysts for audience-building. Subsequent to each release, Peeps social media amplified the swell of media and retailer activity (usually reviews) as well as purchaser and community commentary.

Stirring stories make compelling content --The first six months of a launch
Website Visitors127,437
Purchases4,195
Social Media Followers10,501