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Integrated Case Studies

LG   Splenda   General Motors   Revlon  

LG Studio

Hearst celebrated the new line of LG Studio kitchen appliances with the Designed to Inspire program, leveraging Hearst’s powerhouse home/design brands and celebrity designer Nate Berkus. Custom content highlighted LG’s sleek, sophisticated design and pro-style features. Bespoke native print, across multiple brands, put Nate and LG front and center—offering expert tips on creating a signature kitchen for every style and organically integrating design and detail features throughout the unit. A content collection on Hearst’s digital home sites included curated editorial content around design and co-branded pieces incorporating Nate and natively integrating LG information. Custom Marquee and Hero ad units took over multiple brands’ homepages. Calls-to-action drove to LGStudio.com. An exclusive event in New York, hosted by Hearst Magazines, LG, and Nate Berkus, celebrated timeless, sophisticated design and offered guests the opportunity to experience the new LG Studio suite. Partnering with the American Society of Interior Designers, Hearst challenged Emerging Professionals and student members to create a “forever kitchen” using LG appliances. Three finalists’ entries were showcased at the event and one grand prize was awarded. Social posts promoted the event, contest and eventual winner.

Splenda

“Sweet Swaps,” an immersive multi-brand content platform promoting Splenda across multiple Hearst brands, featured original recipes and wellness hacks that swapped in smarter choices for a sweeter life. Leveraging Hearst’s lifestyle authority as well as notable influencers in the food space, the program utilized snackable–recipe videos, engaging social content, disruptive print executions and more. Custom digital elements included the creation of richly visual stop-motion recipe videos by Hearst’s Delish.com, organically integrating Splenda with dynamic food & lifestyle content, all supported by innovative homepage takeovers. Collaborative social content focused on the development of co-branded boards featuring “Sweet Swaps” pins across multiple Pinterest pages. Original native print units incorporated original Splenda recipes created by the Delish.com kitchen. High-profile influencers created original YouTube videos and Pinterest boards featuring “Sweet Swaps” content and participated in a full-day Satellite Media Tour.

General Motors

Hearst created an entire creative and strategic platform for four Chevrolet models, drawing on rich consumer and expert insights from our editorial and research teams to determine content, media mix, flighting, KPIs and more. The core of the approach began with contributions from Hearst’s category-leading “Enthusiast” brands, Car and Driver and Road & Track, creating a baseline of authority and connoisseurship. Content from these titles then populated database-targeted platforms across Hearst’s “Lifestyle” portfolio, reaching the broader public and speaking directly to their specific automotive needs and challenges. Video, social media, high-impact print units, native content modules and more allowed this content to reach and directly influence in-market consumers, leading to measurable results.

Revlon

Developed by Hearst for Revlon, #GoBOLD celebrated fabulous and fashionable women who have achieved success, while also following real women who are on the cusp of breaking through to the next level. A sustained online video content series, produced by Mark Burnett’s One Three Media and distributed across Hearst platforms, profiled famous New Provocateurs (including Hearst editors and other celebrities) who mentor three real women, each representing different facets of the Revlon target consumer. A series of challenges, judged by consumer vote, led to one participant’s winning a grand prize. Wide promotion included native content units, social posts, in-magazine custom content units, and targeted video extension and distribution on Hearst social hubs and via high-impact rich media units, video takeovers and more.