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2011 IMA Awards: Special Advertorial Section
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Hearst Integrated Media: P&G: Back to School with Star Power
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Hearst Integrated Media: P&G: Back to School with Star Power
 Timing, as they say, is everything. Procter & Gamble Beauty was looking for a way to elevate its products, and Hearst answered with a multi-brand, multimedia campaign that centered around back-to-school time and a gorgeous four-page perforated custom insert in the coveted September 2010 issues of Cosmopolitan and Seventeen.
Under the umbrella of a shout-out to readers to access their own “Star Power,” the campaign encompassed custom content units, original video, digital media, mobile sampling, in-book promotional listings, and a subscription partnership through which P&G offered 10,000 consumers a one-year subscription to Seventeen or Cosmopolitan.
Turns out Hearst and P&G make a formidable couple. A custom P&G survey revealed that unaided recall of its products and messaging was 46%, the Back to School with Seventeen.com partnership received a 2.2-minute time spent on the site and 1,938 video plays. All 2,000 samples of products in the mobile sampling program were fulfilled within days of the program’s launch and nearly 25,000 people visited the redemption site for the subscription offer. It’s a beautiful thing.
Fast Fact: Hearst printed 305,000 overruns of Seventeen and Cosmopolitan for P&G to distribute on college campuses.
Honorable Mentions:
- Arthur Frommer's Budget Travel Magazine: Site Scenes User-Generated Photo Section
- Condé Nast: Ones to Watch
- Hearst—Food Network Magazine: Cooking 123
- Redbook: Suave Stylist Approved
- Sunset Publishing—Time Inc.: Sunset Savor the Central Coast Visa Signature
- Teen Vogue -- Condé Nast: Teen Vogue and Maybelline -- Sealed with a Kiss
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