Glamour Uses Google+ to Offer Integrated Ad Buys, Custom Content
Month long social campaign could reach 1.5 million.
Itâ€™s a cross between social advertising, content marketing and a traditional ad-buy: Glamour magazine is launching a new month-long series of custom Google+ Hangouts, giving its advertisers unique access, and exposure, to the titleâ€™s more than 1.5 million Google+ followers.
Between April 10 and May 8 the magazine will roll out nine hangouts that will include a total of nine advertising partners. The online campaign is a direct extension of Glamourâ€™s May beauty issueâ€”the publication invited select print and digital advertisers to receive a custom Google+ Hangout that the magazine would produce on their behalf.
â€śA lot of our advertisers were asking for custom contentâ€”things they could use across their websites and socially,â€ť says Jenny Bowman, executive creative services director for the brand. â€śThis is part of their commitment for running in the May issue. We produce the Hangouts, bring in talent and film itâ€”itâ€™s something that weâ€™re doing as added value.â€ť
The Hangout series includes content that ranges from beauty how-tos and shopping inspiration to live music and insider tips. The Hangouts will be uploaded to Glamourâ€™s YouTube channel, as well as the advertisersâ€™ websites and social media outlets. Some of the Hangouts are live, enabling readers to log on and participate using the hashtag #GLAMOURHangouts, while others will be pre-recorded, allowing readers to watch and comment via Google+.
The magazine began working directly with Google in January to develop this first Hangout series. Sponsors are casually folded inâ€”SlimFast will present a comedic improv session featuring members of the comedy troupe the Upright Citizens Brigade and 30 Rock actress Sue Galloway, for example.
â€śWeâ€™ll be promoting the hang outs across other social networks to get as much momentum as possible,â€ť says Bowman. â€śWeâ€™re always trying to come up with ideas based on what our advertisers are looking for, and custom content is hugely important.â€ť