RBC Insurance has partnered with House and Home magazine on a four-month long integrated campaign aimed at establishing the insurance provider as a thought-leader in the home reno space.
With temperatures starting to climb and many home owners turning their attention to renovating their houses, the cornerstone of the campaign targeting young families with kids is a consumer contest, where entrants have a chance to win $25,000 toward a home renovation and a free online consultation with the editors of House and Home.
The campaign stars five of House and Home‘s editors – editor Suzanne Dimma, senior style editor Morgan Michener, senior design editor Sarah Hartill, senior design editor Margot Austin and design editor Joel Bray. Five short videos have been created featuring the editors discussing what renovations they would do if they had an extra $25,000 for renos. The videos for the contest will run on the contest page and also as pre-roll on the House and Home online TV channel. The program will include a homepage takeover of the House and Home site and print ads featured in the May issue of the magazine. M2 worked on the media partnership while House and Home worked with Toronto-based creative agency Grip to develop the creative.
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A key to the partnership is House and Home‘s presence on social media. RBC is a relative newcomer to social media, having gotten active in the space over the past year, says Lauragaye Jackson, marketing head at RBC Insurance. It has 7,400 followers on Twitter and 41,000 fans on Facebook, but Jackson says the House and Home partnership gives the brand access to more than 400,000 Facebook and 100,000 Twitter followers who are already interested in home renovations. The social media push will involve promoted tweets and posts, with the focus on the less-exciting but necessary aspects of home maintenance, such as tips on how to fix a leaky faucet or repair a furnace.
“We really want to be a thought-leader in this space in terms of educating Canadians not only about the fact that the weather is changing but what is in their control that they can do specifically as a home owner to maintain their home,” Jackson says.
“We were looking for a partner that is very active in the home renovation and home maintenance space so we can go and talk to people interested in home maintenance but also, from the [House and Home] editors’ point of view, talking about what they, as experts, would do to enhance their homes.”
House and Home has a monthly print circulation of 232,000 with 110,000 visitors to its website per month.
Main image via Shutterstock.
