By Barbara Thau
HOFFMAN ESTATES, Ill.–Sears and Hearst Magazines have launched ReImagine You, an integrated program that combines print, digital, media, video and promotion “to engage readers with the unique ways Sears can inspire fresh new looks” for spring with home, fashion and eco-friendly products.
The program coincides with Sears’ Spring ReImagine You marketing campaign, which includes in-store, print, TV and digital media.
On March 7, 7 million subscribers to Hearst publications such as Country Living, House Beautiful and O at Home received a copy of a custom Sears 36-page stand-alone magazine “outsert” created by Studio H, Hearst’s in-house ad agency. The outsert, which is titled ReImagine You, will be included with the April issues of these magazines as well.
The outsert will include branded content “by the authoritative voices” from the Hearst titles, according to a statement.
The effort’s Web site, reimagineyourself.com, will include a digital magazine timed to coincide with the launch of the outsert. It will feature the same makeover spreads from the print publication with links to buy products on sears.com.
What’s more, Hearst editors will appear in national TV spots, providing spring-oriented trend information for shoppers.