Sanidirect
A magazine full of inspiration
Details
Sanidirect regularly published a digital magazine that served as a proven driver of qualified leads. The brief to us seemed easy: create a new edition that inspires readers with the latest bathroom trends and products. The challenge, however, was bigger: we had to create a completely new magazine format. We removed all of the advertising pages and made it completely content-driven.
Services
Content Strategy
Content Production
Year
2023
As Sanidirect’s long-term content partner, we worked daily to build the brand’s authority as a true bathroom expert through storytelling that highlights not only price and service, but also design, functionality and style.
To evolve the magazine, we developed a new editorial formula. Using a content framework (redactieplank), we defined a mix of inspiration, practical advice, and storytelling formats. Some adapted from formats we developed already for Sanidirect’s online content, some as new durable formats. All aimed at supporting readers along their decision journey and removing buying barriers.
From editorial concept to redesign, we did it all. The 73-page digital magazine that kicked off the new approach combined existing and new content formats, including:
Inspirational features – customer bathroom makeovers (De Badkamer van) and design updates (Trend.
Practical formats – Badviseurs with tips on creating and maintaining a beautiful bathroom.
Creative how-tos – mood board guides and distinct style breakdowns.
Fully designed, written, and produced, the digital magazine included interactive elements and direct links to products, seamlessly blending inspiration with conversion potential.
The magazine not only elevated Sanidirect’s brand image but also delivered measurable impact with 350–400 downloads per week and significant growth in website traffic, engagement, and lead generation. Sanidirect’s new magazine now stands as a perfect example of how a content-first approach can turn inspiration into conversion.
Credits
Content Strategy
Mark van Nieuwenhoven
Aukje Oosterveen
Agency
The Post
