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Iris Dorbian
Co-Winner: Elle – Fall Programs: Fall A to Zee and Elle Dailies
To reach the 5.4 million women who continue to shop, even in a difficult economy, Elle launched an ambitious two-pronged online program that leveraged content and partnerships with 100 advertisers that ran the gamut from Chanel and Burberry to H&M and L’Oreal Paris.
In August 2008, Elle inaugurated its Elle Dailies series, which were e-mail blasts previewing the three key fall issues of Elle: August, September and October. The e-mail blasts gave readers up-to-the minute reporting on fall trends. The Elle Dailies, which ran for six weeks during the all-important fall shopping season, featured exclusive units from advertisers adjacent to editorial as well as a Dedicated Daily (a stand-alone Elle branded advertorial).
Another critical Elle fall 2008 program initiative was Fall A to Zee, creative director Joe Zee’s online shopping guide to fall favorites. The guide gave readers a peek into the season’s hottest trends before the fall issues hit the newsstands. The program ran on Elle.com from Aug. 27, 2008, to October 31, 2008. As part of this turnkey program for advertisers, each letter of the alphabet was paired with one of Joe’s 26 trend picks for the season. As in the case with the Elle Dailies, the user was able to click to buy from both advertising and editorial.
As a result of the two fall programs, Elle was able to secure up to 60 pages in advertising for its September 2008 issue. During a time when most titles posted precipitous drops due to the bad economy, this was a remarkable feat. Other highlights: Fall A to Zee garnered over 400,000 unique visitors and 9 million page views, reaching its target audience of women (median age 32, median household income of $64,100). Plus, the Elle Dailies attracted opt-in users from a similarly attractive demographic—median age 31, median household income $100,000 and over.
Co-Winner: Cooking Light and MyRecipes.com – Dinner Tonight Program for Unilever
“Dinner Tonight,” a monthly column in Cooking Light and a daily feature on MyRecipes.com and on the MyRecipes.com mobile application, was taken on by a single sponsor, Unilever, for a first-of-its-kind partnership with Bertolli Sauce, Country Crock, Hellman’s, I Can’t Believe It’s Not Butter, Knorr, Ragu, and Wish-Bone. The goal of the program, which launched January 2009 and will run through the end of the year, is to help its customers navigate through their hectic lifestyles to create tasty and easy to make dishes.
Highlights of the initiative included impact units in Cooking Light magazine, as well as digital and mobile sponsorship of the online “Dinner Tonight” recipe, video, menu and shopping list section on MyRecipes.com. Notable features of the program’s print platform were advertorials that ran in the January/February, March and May 2009 issues of Cooking Light as well as a shopping list that appeared in the April issue.
And complementing Unilever’s in-book presence was its online program on CookingLight.com and My Recipes.com, which included a screen shot of Country Crock on the online Dinner Tonight section of My Recipes.com in March 2009 and a screen shot of Ragu’s on the same section for May. MyRecipes.com “Dinner Tonight” mobile application features five different categories from which users can search: “Dinner Tonight,” “Chicken Tonight,” “5-Star Reviews,” “Daily Indulgence” and a rotating seasonal channel.
Various metrics, such as Vista and a Cooking Light reader panel, are being used to help gauge the ROI of this print/Web initiative.
Honorable Mentions:
Hearst Integrated Media – 30 Days of Home 2008: In June 2008, Hearst Magazines launched 30 Days of Home, the third in its 30 Days franchise of branded multimedia, month-long programs that engage millions of consumers around the country. For 30 Days of Home, Hearst developed a 36-page outsert featuring Wal-Mart products for six of its magazines, along with an interactive Web site, online sweepstakes and philanthropic effort, which allowed it to generate 500,000 media impressions and provide Wal-Mart with a significant and positive brand impact.
Rodale Inc. – Bicycling’s Tour de France: From June to October 2008, Bicycling produced an integrated marketing program to enmesh Saab with every aspect of Bicycling’s Tour de France coverage, and establish an additional high-value and results-oriented opportunity beyond the core print and online advertising program to encourage cyclists to visit Saab dealers and take a test drive with a custom rewards program. With promotions such as a franchise positioning in-book, “30 Defining Moments” special advertising section and a “Fly to the Finish” sweepstakes, the campaign built strong awareness, exceeding advance traffic estimates.
Time Inc. Corporate Sales and Marketing – THINK. THINK AGAIN: From October to December 2008, Time Inc. teamed up with T-mobile to improve the consumer misconception that T-Mobile’s service does not provide reliable coverage. The program successfully utilized a “THINK. THINK AGAIN” online destination, with a special quiz, T-mobile coverage facts, and a sweepstakes for a chance to win a trip to the NBA All-Star game or Rock and Roll Fantasy camp, to challenge customers to reconsider T-mobile’s service and strengthen the T-mobile brand message.
American Express Publishing Corporation and Time Inc. - Travel + Leisure City Guides for Infiniti: American Express Publishing and Time Inc. Corporate Sales & Marketing teamed up in February 2008 to produce Travel + Leisure City Guides, a fully integrated marketing program to elevate brand awareness and maximize profits for shared advertising partner Infiniti. Thanks to advertising content on CNN networks, TravelandLeisure.com, CNN.com, an online sweepstakes, and other promotions, Travel + Leisure City Guides contributed to a huge jolt in brand awareness.
Wenner Media – Garage Retreat Program for Mobile 1: To build brand awareness for Mobil 1, maker of synthetic oil brand, the company teamed up with Men’s Journal and Rolling Stone to create “Garage Retreat,” an integrated marketing program that aligned Mobil 1 with celebrity talent intrinsic to each of the magazines. With a custom print advertising campaign that included two high-impact butterfly gatefold units and an engaging online experience that provided users with a wide range of expanded content, the program proved to be very successful in expanding the relevance of Mobil 1 to a wider audience.
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