Andersens Flooring launches new integrated content campaign via Scout and Are Media
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 House & Garden magazine in a commercial first for the publishing company.
The campaign also 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.
Scout, a Brisbane-based independent media agency, developed the creative content strategy to reach home renovators during the initial exploration stage as they research design inspiration and seek expert advice.
Custom flooring inspiration and advice content produced by Are Media’s specialist homes team is supported through a partnership with Sarah Jobse and Heather Gampe of Oak & Orange, a Sydney-based house design and styling company.
Oak & Orange’s work and design credibility resonated across the Andersens brand with the duo’s content leveraged to highlight Andersens’ quality, style and expertise across every touchpoint of the campaign including print, digital, native and social.
Scout managing director Shelley Cook says by investing time to understand the needs and behaviours of consumers, the agency developed 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.
“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.
Client: Andersens
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
Publisher: Are Media
Commercial Director: Andrew Cook
Head of Sales QLD: Judy Taylor
Business Manager: Suzie Ryan
Implementation & New Business Executive: Jeremy Tran