The May issue was one of the most important of the year for the Mateřídouška team. It came out at a time when parents look for inspiration on how to make the holidays meaningful with their children. So Mateřídouška came up with a gift in the form of a ticket to the Mirákulum park. Demand for the May issue sold out the magazine and made Mateřídouška the number one topic in online parent groups.
Mateřídouška is once again not only a magazine full of reading, but also a place where children and parents discover new experiences. Early in the year, Mateřídouška returned to its tradition, put more emphasis on quality and began building a new position on the market (read about this change directly from Mateřídouška brand manager Zdeňka Chocholoušová). For Mateřídouška to succeed, it needs strong partners. That is why the editorial and sales teams are intensively working on partnerships with brands that share the same values and have something to offer not only to children but also to their parents. One of the key results of this work is the collaboration with Mirákulum, the largest fun and learning complex for families with children in Czechia.
This collaboration was reflected in the May issue, which offered readers an exceptional gift: a ticket to Mirákulum park worth CZK 420. Even so, the standard cover price of the magazine was kept at CZK 59. The issue was not attractive just because of the gift. It also contained appealing content, including a poster for the new Stitch film and an interview by ambassador Adélka with popular actor Marek Lambora.
Interest was enormous. The team expected the May issue to be strong and was ready for high sales. But what followed exceeded all expectations. The May Mateřídouška recorded record numbers in its entire history.
In some places it was sold out on the day of release, elsewhere it disappeared from shelves within three days. The interest was not limited to newsstands. The magazine became a truly viral topic on discussion forums and parenting groups on social networks. Hundreds of parents wrote about it, media covered it, as did websites focused on good deals, and influencers and YouTubers.
Mateřídouška quickly became a phenomenon. Demand for the new issue did not escape resellers, who make money by buying up exclusive concert tickets or sneakers. The team's response to the situation was fortunately quick. It set up a crisis communications team to answer parents' questions about the new issue across all channels, from email and social networks to Mirákulum's customer support and communication with distribution. At the same time, it immediately decided to pause all planned marketing activities.
The Mateřídouška team achieved far more than originally planned. Besides the strategic partnership and record sales, the May issue also brought an unexpectedly strong boost in brand awareness. Many parents and their children rediscovered Mateřídouška. Because the May cover flooded discussion forums, Facebook groups and Instagram, brand awareness rose markedly right where it matters most, among current parents. Interest is already showing in a clear increase in subscribers. Big congratulations to the whole team. And we are already looking forward to what comes next. Something is reportedly being planned.
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