Brief

Meredith, Capital One tap top home influencer for digital video series

Dive Brief:

  • Meredith Corp., the publisher behind titles like Better Homes & Gardens, has partnered with Capital One for a new original digital video series titled "Safe and Sound Home," according to a news release.  
  • The six-episode series will run on Better Homes & Gardens' website BHG.com and is hosted by social influencer Emily Henderson, who was named a Forbes top 10 "home" influencer. The series aims to show women "how to make their homes smarter, safer and more stylish through affordable technology enhancements and simple DIY projects," the release said.
  • Capital One's BuyPower Card will be integrated into each episode of the show by having Henderson use the card to purchase her DIY materials. Meredith is promoting "Safe and Sound Home" across its digital portfolio and social media channels. 

Dive Insight:

Meredith's latest initiative plays into two major trends in the media and marketing space: original digital video programming and incorporating a strong social influencer element into content. The latter half of the equation is especially important in areas like DIY home improvement, where audiences expect to hear tips from an expert that is authoritative rather than merely a recognizable celebrity.

While Meredith is well-known for online and print titles like Better Homes & Gardens, "Safe and Sound Home" shows the publisher might be eyeing more video offerings to be shared across its digital and social channels reaching millions of women, per the release. Capital One clearly sees the value in supporting such programs, which might put the brand name and products like the BuyPower Card in front of a highly targeted, relevant audience. 

Time Inc. is in the middle of enacting a similar strategy to Meredith's, launching a series of all-social brands covering different verticals, along with a number of original streaming programs. Well Done, its channel centered on food, recently signed Kraft Heinz as its first sponsor

Filed Under: Social Media Video Corporate News