HER CAMPUS SECURES NEW BUSINESS USING BRANDVERGE ANALYTICS
CHALLENGE
Her Campus, the number one global community for college women, is constantly looking for new advertising partners that can benefit from its reach of Gen-Z and trailing millennial female college audiences. Its new business coordinators can spend between 25 to 50 percent of their time each week doing background research to find new advertising prospects. While this approach can be effective, it is time consuming, and it greatly diminishes the total number of leads Her Campus can pursue, ultimately impacting its total revenue opportunity.
INSIGHT
Media companies, like Her Campus, are experts at building an editorial community. Their offerings include engaging editorial, nurturing influencer networks and developing curated events that bring together thought leaders. In looking to harness the power of these built-in audiences, media companies want to partner with relevant brands. However, connecting with the right advertising partner is fraught with challenges, including a general lack of awareness about a publisher’s capabilities and reach.
SOLUTION
In looking for more efficient ways to raise the awareness with brands, Her Campus turned to BrandVerge. Using the innovative marketing platform’s analytics and streamlined capabilities, Her Campus was able to identify trending searches for Earth Day. This insight allowed Her Campus to quickly build, manage and share a tailored Earth Day content program via BrandVerge to connect with hundreds of potential advertisers.
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Result
Using BrandVerge to enable a direct connection to a premium advertising organization, Her Campus connected with Earthbound, a leading licensing and brand management company. Earthbound had been tasked with finding a media partner to support a special Earth Day campaign for Bed Bath & Beyond’s all-organic brand, Under the Canopy to create awareness of its sustainability values.
“Using BrandVerge analytics, we were able to quickly and easily pinpoint the Earth Day opportunity. Once engaged with Earthbound, we were able to finalize details in under three months compared to spending a year establishing a new relationship,” said Danielle Kushner, Team Manager, New Business & Sales Strategy at Her Campus.
The final integrated program was all about “Doing the Most.” This included an editorial piece on HerCampus.com featuring the stories of college women doing the most to live a sustainable lifestyle that served to underscore the values of the Under the Canopy brand. Separately, Her Campus worked with its network of bloggers to engage its audience and raise awareness of sustainable lifestyles. Plans are now underway to continue the successful program into the back to school season with a co-branded program where 250 influencers will have the opportunity to use Under the Canopy products. This on-going 360-degree approach will continue to ensure the content and engagement align with the values of Her Campus’ audience and Under the Canopy.
Here’s what customers say about us
Senior Media Manager at Assembly
“BrandVerge makes it possible to see all the vendors and know who to reach out to and how to negotiate, when I’d typically have no idea where to start. They put everything right there in front of me, and the partnership saves a ton of time from having to research on my own.”
Ryan Montañez, Marketing Director at Skip Hop
"What I really loved about working with BrandVerge was how they were so responsive to our feedback and so transparent during the process. They made it easy to work with several influencers at a time and future campaigns. Really great to find a team that creates successful campaigns while being great to work with."
Diana Van Eeuwen, Senior Negotiator at Assembly
“BrandVerge helps me work more efficiently. Without it, I would have spent over a week reaching out to a ton of vendors that might not have even made sense for my campaign. Being able to search from a known pool of options put me in control to work much more quickly.”
Danielle Kushner, Team Manager, New Business & Sales Strategy at Her Campus Media.
“Using BrandVerge analytics, we're able to quickly & easily pinpoint new opportunities, for example, our recent Earth Day program. Once engaged with Earthbound on our Earth Day program, we were able to finalize details in under three months compared to spending up to a year establishing a new relationship,”
Kamelle Wilson-Cornell, Brand Partnerships at Brit + Co
“Typically, it takes us several meetings to really understand what’s important for the client. We’ll go through our entire capabilities deck before able to identify specific opportunities that make sense for that brand. With BrandVerge, we were able to get straight to the point. BrandVerge helps you cut to the chase.”
Yuting Zhang, Senior Strategist, The Media Kitchen
“What’s unique about BrandVerge is different partners & packages available all in one place, everything's aggregated. This wasn’t possible before using BrandVerge. What would have taken weeks to find now takes just a few minutes. We can search by keywords to find new, unique different packages available to us almost instantaneously.”
Ryane Montañez, Marketing Director at Earthbound
“It can take two months to run through the standard RFP process to find the right media partner. With BrandVerge, it takes only three weeks for discovery and evaluation, including reaching out & getting a plan back. Now it takes just a couple of days to sort through the details. We’ve cut down 60% of the time needed for the entire process.”
Lorraine Schwartz, Media Director at Digitas
“Finding new, niche partnerships is difficult. BrandVerge helps facilitate the research process. We look for partners with ample reach against our campaign target audience and BrandVerge saves time.”
“With BrandVerge, you’re able to browse and inform yourself, find all the different media options that are available and what you can get for it, transparently. I think that’s amazing.”
Howard Rosenstein; Meredith
“At Meredith, we really loved the training, accessibility to help, the templates, the simplicity/intuitiveness of the marketplace overall.”
Tess Neudeck; Acast
“We loved the analytics section of the platform, it was amazing to be able to see who was leaned into our content!”
