Jewelry brand Hearts On Fire has teamed with publishing company Hearst Corp. to launch a campaign integrating magazine inserts with two online sweepstakes. The inserts will run in the October issues of seven Hearst magazines.
Hearts On Fire will produce three inserts segmented according to the type of publication in which they appear. The inserts will run in Cosmopolitan; Marie Claire; Redbook; Harper’s Bazaar; O, The Oprah Magazine; Town & Country and Esquire. The campaign will run through January 2013.
Caryl Capeci, VP of marketing at Hearts On Fire, said the brand chose to advertise in those publications because they allow it to target multiple consumer demographics in a segmented fashion.
“We wanted the affluent [demographic] with Town & Country. We wanted the fashion-forward [demographic] with Harper’s Bazaar. We wanted the mass women and young women with Cosmopolitan and Marie Claire. We loved the idea of exploring conversations with men; we don’t have a history really of advertising directly to men, so that’s why we’re in Esquire,” said Capeci.
Each insert will include a quick response code that consumers can scan with their mobile device to enter a Hearts On Fire sweepstakes via a landing page. Consumers must submit their name, ZIP code, email address, photograph and a written testimonial about Hearts On Fire jewelry for a chance to win a trip to New York for a photo shoot that will run as a Hearts On Fire ad. Winners will also receive jewelry from the company.
Capeci said the brand will examine from which publications consumers arrived on the landing page to inform future ad buys and learn about the brand’s consumer base.
Consumers will be able to opt in to Hearts On Fire’s email marketing program when they enter. Capeci said the brand will ask consumers if they are interested in bridal-related or fashion-related communications and then segment the emails accordingly. Consumers who opt in will receive one to two emails a month, she said.
The magazine inserts also ask consumers to enter a sweepstakes on Hearts On Fire’s Facebook page. Consumers are required to “like” the Facebook page to enter a monthly jewelry giveaway. The Facebook sweepstakes will also include an email opt-in, said Capeci. Hearts On Fire worked with social marketing firm Wildfire Interactive to develop the sweepstakes.
Asked why the initiative will run until January 2013, Capeci said the timeframe allows Hearts On Fire to change media, featured merchandise and price points. She also pointed to the diamond jewelry’s longer purchase cycle.
“People don’t just see an ad and go out and buy a piece of diamond jewelry. It has to be something they’re thinking of,” she said. The initiative’s duration also lets Hearts On Fire market during, and collect data pertaining to, holiday seasons, said Capeci.
Hearts On Fire developed the initiative in-house, Capeci said.