The Straits Times: Home and Now Print and Digital Supplement
Media associated with this campaign
Overview of this campaign
Making a dry topic come to life
Singaporeans are always interested in the topic of property, but the focus remains on big-picture topics such as property valuation and financing. The manner of coverage is usually done in a dry manner with serious commentary and jargon that many not engage the casual reader.
On the other hand, home and lifestyle magazines focus on the more lifestyle aspects of home trends and design without providing sufficient indepth analysis.
As a solution, Home&Now offered a good balance of newsy and financially-skewed topics with lifestyle ones, one that advertisers found had good appeal to a mass target audience of casual readers and decision-makers.
Offering a print to digital integrated approach, we produced a bilingual 40-pp print supplement that was distributed across two of Singapore's newspaper flagship titles - The Straits Times and Lianhe Zaobao.
To reach a digitally savvy audience, we also produced a customised microsite, the Home & Now spotlight microsite to create a digitally native reading experience.
Users online were able to access almost the same information that was distributed on print, and a little bit more. With interactive widgets that showcased homes of the future, and property heatmaps that showcased our advertisers' latest property developments with optimal UX/UI, all housed on a web-responsive site.
Results for this campaign
Growing advertising sales, retaining advertising clients
This new content marketing initiative garnered us a gross revenue of SGD$600,000. This is a new revenue stream untapped previously by SPH, with the expectation that this will be a recurrent revenue stream as we plan for subsequent editions of Home&Now on a twice yearly basis.
Advertisers who did not make it to this edition are excited to collaborate for the next one in July, allowing us to achieve our objective of growing sales and retaining clients.
The inaugural billingual edition and a clean-looking, up-to-date microsite garnered positive reception from advertisers, enabling them to reach a much wider audience.
The design register also received positive reviews, updated with a magazine-like aesthetic that was made it much easier on the eye for reading.
Online, run-of-site leaderboards were placed in across ST.com and ZB.sg, providing clients with an average of 200,000 impressions. To date, 2 weeks into the launch of the campaign, impressions garnered have averaged 189,061. This translates to 94.5% of client entitlements, with the campaign set to run until end of February 2018.
On social media, the digital site was shared on ST FB, which gained a cumulative post reach of 7,286, and a CTR of 3.73%.
This CTR is well above average in comparison with other branded content sites. The novelty of this supplement — with its mixture of comprehensive property outlooks, editorial-led stories and aesthetic design — has piqued many of our reader's interest.
Radio capsules on two Mandarin-speaking stations aired podcasts to generate awareness of the H&N campaign to more than 255,000 listeners.
Teaser clips for the campaign were broadcast on out-of-home screens located in Singapore's city centre and shopping district. Both locations in the CBD and Orchard Road receive high traffic of at least 200,000 PMEBs weekly.
Additionally, this model of product development has inspired our sales and product development teams to create similar-typed incarnations for different advertising sectors, including motoring, retail and education.