Despite many projections of print’s demise, it’s still effective. That doesn’t mean advertisers don’t want to improve their static print placements.
In its latest campaign, appliance maker Jenn-Air is using its print ads to drive users online to watch videos featuring celebrity chef Donatella Arpaia. The print ads will run in the October issue of Bon Appetit. Digitas served as agency for the effort.
The strategy, according to Brian Maynard, director of marketing at Jenn-Air, is simple: Jenn-Air wants to sell stoves and lots of them. And print alone just won’t do. Putting print and digital together results in wider reach and makes the campaign more memorable when it appears in different spaces.
“While print ads are pretty static, the advantage is that they are a physical piece of paper and typically have a longer life than online ads,” Maynard said. “The whole idea here is to take our high-end target audience from that static environment and make them interact more. Our goal, ultimately, is to shorten the distance to the cash register.”
Digitas partnered with Bon Appetit to develop co-branded print and video content featuring Arpaia. She recently remodeled the kitchen of her Connecticut summer home with Jenn-Air appliances, and is the newest maven in Jenn-Air’s new “Master Class” series, which features video content and insights from noted designers and chefs.
The campaign elements include a three-page advertorial and a single page custom brand ad in Bon Appetit. The advertorial features a QR Code leading readers to the Donatella microsite to watch her share ideas for simple appetizers. The videos show Arpaia sharing cooking, design and entertainment tips, while highlighting favorite features within her Jenn-Air appliance suite.
“It’s unique in the sense that is adds this lifestyle element to our traditional ads,” Maynard said. “Often times a print ad talks at you. The goal of the advertorial is to have more of a dialogue and talk with consumers instead of talking at them. That’s where we are headed in all of our marketing.”
Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+?
With more competitors and less solutions, advertisers sound off on Meta's social ad dominance.
Digiday+ Research Briefing: CMO Strategies — How marketers’ social platform budgets stack up
In this week's Digiday+ Research Briefing, we share focal points from Digiday's recently released reports on how marketers’ social platform budgets stack up, and how agencies are feeling less pessimistic about the death of the third-party cookie.
With TikTok star Keith Lee, Pepsi hopes to draw Gen Z to Black-owned restaurants
Pepsi is teaming up with TikTok food reviewer Keith Lee to promote the best Black-owned restaurants with a focus on Gen Z.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
‘A gold rush moment’: Apple’s Vision Pro revives marketers’ AR ambitions
It adds a whole new meaning to the term “second screen."
CMO Strategies: How marketers’ social platform budgets stack up — from Instagram to TikTok
Digiday+ Research has analyzed strategies and challenges across leading marketing channels to identify key trends and best practices in our CMO Strategies series. First up: social media usage and budgets.