A creative content strategy for Andersens Flooring, devised by campaign partners Scout and Are Media, harnesses an innovative cross-platform approach to take home renovators from “just looking” to appointment booking.
The centrepiece of the integrated content campaign is the production of Design Edit, a custom mini-magazine inserted into the October issue of Are Media’s flagship Australian House & Garden magazine in a commercial first for the content company.
The campaign includes a digital version of the magazine, launched in September and updated quarterly, and native content with advertorials scheduled to run across Are Media’s five Homes titles over the next 12 months.
Are Media developed the creative campaign with Scout, a Brisbane-based independent media agency, to reach home renovators during the initial exploration stage as they research design inspiration and seek expert advice.
A partnership with Sarah Jobse and Heather Gampe of Oak & Orange, a Sydney-based house design and styling company, supported Are Media’s specialist homes team in producing the custom flooring inspiration and advice content.
Oak & Orange’s work and design credibility resonated across the Andersens brand. Every campaign touchpoint, including print, digital, native and social, leveraged the duo’s content to highlight Andersens’ quality, style and expertise.
Scout’s managing director, Shelley Cook, said that by investing time to understand the needs and behaviours of consumers, the collaboration saw a creative, integrated campaign that sparked interest and inspiration early in their home renovation journeys:
“Quality content is so important in complex and high-value categories as consumers are looking for advice and wanting to limit risk.
“This is particularly the case with flooring, as it’s one of the biggest decisions home renovators will make.
“Working with Are Media, we were able to position Andersens as a trusted advisor that helps consumers plan and buy with confidence and, at the same time, capture the attention of consumers by adding value to their entire purchase journey.”
Are Media commercial director Andrew Cook says creating a digital and print custom magazine was a commercial first for the multi-channel publisher:
“The Andersens campaign was a truly integrated campaign in partnership with Better Homes & Gardens, House & Garden, Country Style, Home Beautiful and the Homes to Love network, where we tapped into unique passion points and key drivers of the audience to ensure our message resonated.
“With Scout sharing its vision for Andersens, our team was able to strategically build a multi-platform campaign that would connect with audiences.
Our commercial creative team planned, photographed and executed the final creative in conjunction with Oak&Orange bringing it to life across print, digital and social.
“The concept used the key insight of understanding the genuine renovation pressure points among Australians and the role Andersens can play through its expertise and experience in the renovation journey.”
Andersens digital marketing manager Desmond Omovie says the custom content campaign is a true partnership between the respected flooring company, agency and publisher that delivered exceptional results:
“We’ve had the pleasure of working with Scout Media on a number of projects (and) we cannot thank the team enough for their help and support in getting our content marketing strategy on track through the launch of this magazine and other supporting initiatives.”
“From strategic planning right through to implementation, reporting and management, the levels of service provided have been more than anything we have experienced previously.”
Design Edit launched in September 2022 and the campaign will continue for 12 months.
Digital Marketing Manager: Desmond Omovie
Social Media & Content Specialist: Gabby Brown
Agency: Scout Frontier
Managing Director: Shelley Cook
Senior Media Director: Courtney McBryde
Media Manager: Holly Cleary
Are Media (Creative & Content)
Head of Creative: Clare Catt
Creative Leads: Zoe McKenzie + Jen Duong
Senior Commercial Editor: Kayla Wratten
Head of Content: Franki Hobson
Producer: Elih Odgers
Senior Strategist: Kerrie Sekhorn
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]