Voucher guidebook series Worthy Book is taking a new direction by targeting female consumers in its latest campaign.
Ahead of its upcoming release of the "Ladies Edition" early next year, which comprises offers, reviews and information on a variety of brands that appeal to women, Worthy Book has organised a Facebook contest to understand the preferences of its female fans.
To qualify, female participants need to submit a photo of their favourite brand and share their reasons why they like the brand. Participants stand a chance to win Fujifilm Instax camera, vouchers and movie tickets.
Similar contest was previously held and it drew in more than 60 photo submissions and garnered more than 9,000 fans.
When asked by A+M, Ken Kho, co-founder of Worthy Books, said the decision to release the female-skewed edition is due to the demand and demographics of its current fan base.
"We have always recognised women as a key consumer crowd. Close to 70% of our current 10,250 fans on Facebook are female," Kho added.
The target advertisers for the "Ladies Edition" include hair saloons, beauty centres, spas, slimming centres, apparel and accessories stores as well as brands targeting females ages 18 to 35 in KL and Selangor.
Worthy Media, publisher of Worthy Books, is also planning to release various title editions namely entertainment, students and halal next year onwards.