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Iris Dorbian
Winner: Newsweek – Newsweek/Target Retote Program
Targeting American consumers concerned about the environment and who are looking for efficient ways to reduce their carbon footprints, Newsweek teamed up with Target and the eco-capitalism firm TerraCycle to create a unique recycling program; the time period of the campaign ran from April to May 2008.
The linchpin of the program was the April 14, 2008, issue of Newsweek, which focused on environment and leadership. Leveraging a four-page ad unit from Target, readers were invited to remove the front and back covers of the magazine, create an envelope from it and then fill it with used Target shopping backs and mail it to TerraCycle. Program participants then received a coupon for a free reusable Retote Target shopping page, made entirely of recycled plastic Target shopping bags.
Bagging It
Retote bags were distributed at Newsweek’s Global Environmental Leadership Conference in April 2008 at Georgetown University, where New York Mayor Michael Bloomberg delivered the keynote address to over 300 influential business people, environmental innovators and Beltway insiders. And in more than 1,500 Target stores, special displays and signage directed customers to Newsweek’s Environment & Leadership special issue and the Retote bags.
The Outcome
Newsweek’s Environment & Leadership special issue had a distribution of 2.6 million copies; 30,000 readers responded to the environmental call to action by mailing in multiple plastic Target shopping bags, with each receiving a coupon for a free Retote bag. The program attracted media coverage from such outlets as NBCNews.com and Ad Age. Praise for the program also came in from the blogosphere, emanating strongly from design and eco sites.
As a result of a Vista survey that polled 203 respondents, Target was positioned as a top-performing advertiser in Newsweek’s Environment & Leadership issue.
Honorable Mentions:
Hearst Integrated Media – 30 Days of Beauty 2008: In October 2008, Hearst Magazines produced its second 30 Days of Beauty program, an annual multimedia celebration bringing the glamour and excitement of the beauty industry to consumers nationwide via a rich range of print and digital presence, events and promotions. With components such as a month-long interactive online program, partnership with Walgreens, a beauty bash in conjunction with Shecky’s and full-page promotional ads in Hearst magazines, the print campaign generated 83.4 million gross impressions, while the 30 Days of Beauty Web site logged 228,926 page views.
Martha Stewart Living Omnimedia – Estée Lauder and Martha Stewart Living—Recipe for Living Beautifully: With the objective of leveraging Martha Stewart Living’s merchandising relationship with Macy’s to drive Estée Lauder fragrance purchases from Valentine’s Day through Mother’s Day 2008, Martha Stewart Living created a custom gift-with-purchase (GWP) promotion, inspiring an audience of nearly 12 million beauty customers to visit Estée Lauder counters in Macy’s stores nationwide to receive a set of custom-designed “Recipe for Beautiful Living” cards with any fragrance purchase. The campaign created a synergy between Martha Stewart Living and Estée Lauder by giving readers a reason to shop at the beauty counter, with over 60,000 GWP’s being redeemed.
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