House Beautiful: A Case Study on Multiplatform Ad Campaigns: What Should You Be Doing When Executing a Fully Integrated Advertising Campaign? Try Using Print, Online, Tablets, Social, Live Events and Mobile Media
Raphael, T. J., Folio: the Magazine for Magazine Management
House Beautiful has come a long way in its 117-year history, and the publication is now offering its advertisers more, too. Over the next year, it will be slowly rolling out a highly integrated advertising campaign, complete with print, online, tablet, social, live events and mobile media support.
To make the campaign a success, coordination between the title, the client's advertising agency and the client itself needed to be ensured. Additionally the publication needed to create a comprehensive strategy for rolling out the campaign, pricing it and providing measurements for its success.
"It's very important to have a great relationship with your client," says Kate Kelly Smith, SVP, publishing director and chief revenue officer for House Beautiful. "You need to understand their business, challenges and how the consumer comes to them."
In cooperation with paint company Valspar, and its marketing and advertising agency, House Beautiful provided an a la carte menu of sorts for an integrated advertising campaign within its print magazine and on digital platforms. There was custom in-book and video content using digital watermark technology that could be scanned with a reader's mobile phone, in addition to face-to-face advertising support at the interior decorating event Design on the Dime.
The Valspar campaign also integrated with the cover of the May issue, and a spread in the June issue. The magazine's website rolled out an interactive flipbook of paint options for its online visitors to promote the company. There is a sweepstakes running on Facebook, and videos from the live event will be incorporated into tablet editions and the magazine's website.
"Everyone has to collaborate," says Kelly Smith. "Three teams came together, if not more. Our marketing team really managed all of the Hearst components, but you have to have the teams be extremely collaborative and clear with what the goals and objectives are."
Kelly Smith says that MPG, Valspar's advertising agency, lead the inquiry for the paint company and worked closely with Hearst. …