THE HOUSE OF WELLNESS (COPY)

Stuff and Chemist Warehouse

Creating, launching and marketing The House of Wellness brand in New Zealand has been a seamlessly integrated partnership with Stuff. From the magazine to digital executions, events and editorial partnership, our teams have worked closely together to deliver products that our suppliers and our customers love.
Rutene Wharekawa, Group Media & Partnerships Manager, Chemist Warehouse

The challenge

A home for wellbeing

Australian powerhouse retailer Chemist Warehouse (CWH) needed to elevate its New Zealand (NZL) profile beyond product and price to build trust, credibility and brand preference. To achieve this, the decision was made by CHW to launch its successful ‘The House of Wellness’ (THOW) custom publication into NZL.

In Australia, the strategy of focusing on the health and wellbeing of consumers through a dedicated monthly publication that:

educates consumers on the latest health and wellness information
provides a contextually relevant environment to inspire the purchase of suppliers’ brands and products while also
offers a platform for product and ambassador integration
had proven itself to be extremely effective in Australia.

However, a simple drag and drop approach wouldn’t work in NZL.

A true Kiwi touch

Kiwis and Australians have what can best be described as an extremely “competitive” relationship, so we had a massive job to do to localise the publication and ensure a uniquely NZL lens was applied to the entire publication.

The monthly magazine had to bring to life health and wellness content and empower Kiwis to look and feel well every single day. It also needed to be always on and amplified at scale with distribution across Stuff’s newspapers that best aligned with CWH’s store footprint.

The House of Wellness magazine includes articles, expert advice, delicious recipes and products that have been hand-picked to support wellbeing for New Zealanders. There’s also a dedicated The House of Wellness lifestyle hub on New Zealand’s leading digital news site Stuff.co.nz (www.stuff.co.nz/thehouseofwellness).

Stuff's innovative solution

Leveraging Stuff’s reach and scale, local audience and community insights combined with award winning storytelling to connect The House of Wellness with over 3 million Kiwis monthly, Stuff’s partnership solution for Chemist Warehouse was an integrated one including; content creation, printing, marketing and distribution across the country.

Magazine content extended into a new Stuff.co.nz branded sub section, delivering additional mass reach for Chemist Warehouse and a highly engaged digital audience enabling us to develop shoppable branded content for purchasing showcased products.

Marketing the House of Wellness brand through a launch event, display advertising, sponsored content and edms, Stuff had the scale to launch, localise and maintain the connection with over 82% of New Zealanders for the duration of 2023.

This integrated approach delivered a brand safe environment at scale, building trust, credibility and brand preference for Chemist Warehouse.

Real relevance, influence and inspiration

Stuff has a deep knowledge and inherent understanding of the audience needs, interests and stories through our longstanding and respected community newspapers that span the motu (country) and through the insights and data we own through attracting New Zealand’s largest local online audience at stuff.co.nz.

Combining this knowledge with Chemist Warehouse’s insights on customer spending and behaviour we delivered a magazine of real relevance, influence and inspiration in 2023.

Evergreen local content is published on The House of Wellness section on Stuff.co.nz and provides our readers with the tips, tricks and tools they need to stay happy and healthy, offering the very best information across our key content pillars of health, beauty, lifestyle and wellbeing. It is the hub for all of the House of Wellness brand’s content and media activity in New Zealand and gives consumers the opportunity to engage with Kiwi content beyond an article.

Shoppable products available from Chemist Warehouse are seamlessly integrated into the content which is amplified on the Chemist Warehouse social channels.

Because Stuff has treated The House of Wellness like one of the magazines in our own stable, the content is amplified on Stuff.co.nz beyond the dedicated sub section into other relevant editorial sections highlighting the brand partnership.

Visit the site

Monthly print magazines will be scaling to 483,000 copies inserted into Stuff newspaper mastheads and also delivered to and promoted within Chemist Warehouse stores

Relatable storytelling

This integrated approach delivered a brand safe environment at scale, building trust, credibility and brand preference for Chemist Warehouse.

Every month's issue makes a star of a pharmacist

Stuff also delivered a comprehensive marketing campaign every month for The House of Wellness.

The House of Wellness marketing kicked off with a launch event, developed by Stuff’s Events team followed by monthly wraps and display advertising across main metropolitan, regional and local newspapers, digital display and native content advertising on Stuff.co.nz, a bespoke The House of Wellness eDM and in-store posters across all Chemist Warehouse stores for each magazine issue.

A leading integration

With Stuff, Chemist Warehouse has become the number one health & wellness brand in New Zealand

Through localising the House of Wellness brand and delivering awareness at scale.
Through connecting and engaging with over 82% of New Zealanders Nationally, Regionally and Locally every month.
By increasing awareness of Chemist Warehouse’s value proposition of health and wellbeing.
Building brand trust, credibility and preference.

Stuff and Chemist Warehouse have a special relationship. They see us as a key partner in the New Zealand market and a truly collaborative one for their The House of Wellness brand.

Our shared vision and strategic approach to localise, launch and maintain The House of Wellness brand has been nothing short of successful.

Stuff engaged with new and existing readers reaching over 3 million Kiwis with The House of Wellness in 2023.

The House of Wellness digital content delivered 9 x the Stuff.co.nz average content click-through rate from the shoppable product showcases.

The monthly eDM had an open rate of 38-47% in 2023.

Chemist Warehouse had an uplift of +94% YOY for fragrance products post The House of Wellness launch.

Our Stuff/Chemist Warehouse partnership delivered Stuff +$2m of new revenue for Stuff in 2023.

We are supercharging the partnership in 2024 with; 3 year partnership renewal in place, scaling up to greater frequency, volume and pagination on higher quality paper stock.

The new agreement will deliver additional revenue growth of +45% YOY for the next 3 years.

Growth, growth, growth

After an incredible 2023, together Stuff and Chemist Warehouse have developed key learnings

Galvanise

Stuff’s custom publishing and commercial content divisions, printing, distribution and sales team brought the idea to life. We worked together to solve a challenge and execute this media first in the New Zealand market.

Engage

We can do this now: our trusted brands have won market share and trust. We can supercharge the revenue and impact for advertisers by capitalising on that engagement while also pleasing readers.

Supercharge

We propose effective solution-based integrated custom publishing partnerships that use both our print and digital assets to hold the attention of readers and deliver the impact our advertisers need in ways they love.