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Iris Dorbian
Winner: Hearst Integrated Media – Sears: ReImagine You
To promote its spring 2008 consumer messaging, Sears approached Hearst to partner up on a broad, multi-tiered campaign. Leveraging its wide breadth of assets, Hearst then put together for Sears a 360-degree program, entitled “Sears: ReImagine You,” which encompassed print, digital and other components on a panoramic scale.
You Are There
For print, Hearst developed a 36-page supplement with insert card, titled “ReImagine You,” which was polybagged and distributed to 7 million subscribers with the April 2008 issues of Cosmopolitan, Country Living, Good Housekeeping, Marie Claire, Redbook, O, The Oprah Magazine, Popular Mechanics and other Hearst publications; 2 million copies were distributed in Sears stores and other outlets. The supplement “reimagined” people various rooms at home and featured content from Hearst titles such as “Kitchen” by Country Living; “Bedroom” by House Beautiful; “Garage” by Popular Mechanics; and “Family/Media Room” by O At Home.
Going Digital
For digital, Hearst created a co-branded Web site, www.ReImagineYourself.com, which became the epicenter of the program. The site featured custom design content, makeover videos, green tips, links to purchasing products on Sears.com and even a digital magazine. The site also included a link to enter the Sears Home Giveaway sweepstakes on Sears.com. Co-branded “ReImagine You” ads ran on the Hearst network, which included the sites Cosmopolitan.com, CountryLiving.com, HarpersBazzar.com, HouseBeautiful.com and MarieClaire.com.
Harnessing Logistics
“I've never in my professional career worked on a program that had
more moving parts than Sears: ReImagine You,” says Erick Neher, vice president of marketing for Hearst Integrated Media. “All of these elements had to have a unity of vision, a singularity of purpose and a consistent look and feel. The only way to make this work was to keep everyone on the same page at the same time via regular conferences, where we went over every element of the program in detail to make sure we weren't missing a beat.”
Inspiration On Air
TV also got into the act with several Hearst editors from publications such as Country Living, Redbook and Marie Claire, appearing on ReImagine-themed national broadcast spots, providing trend information and inspiration for consumers.
Multimedia Outcome
The program generated considerable wide media coverage, most notably the March 3, 2008, issue of the New York Times in an article by Stuart Elliott entitled “Sears Joins With Hearst for a Multimedia Blitz.” Total impressions were 41 million; the program’s Web site attracted 225,000 unique visitors.
Honorable Mention:
Rodale Inc. – Tylenol Smart & Simple 2008 Tylenol Feel Better Program: In partnership with Rodale Sports Marketing & Events and Rodale Custom Publishing, Prevention and Women’s Health created the Smart & Simple 2008 Tylenol Feel Better Program—a comprehensive integrated program that began by leveraging the dynamic combination of the Prevention and Women’s Health audiences. The program was optimized through both the magazine titles and their dynamic online counterparts; with promotions such as a custom magazine, custom Web microsite, in-book ads, an online media plan and a targeted events program, the campaign generated a high number of impressions, while inspiring and enabling people to improve their lives through positive experiences.
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