MTV Brings Back House of Style as Multiplatform Native Ad Integrates two of its iconic shows with Unilever brands
Fans of MTV's House of Style can catch up on the latest fashion trends thanks to a Unilever-sponsored relaunch of the series online and on-air.
"We're looking at it as a way to marry franchises with partners, taking
advantage of the editorial clout that House of Style has and the
timelessness that House of Style has," Rachel Baumgarten, svp of
integrated marketing for Viacom Velocity Music Group, explained.
The eight-episode Web series, which is hosted by rapper Iggy Azalea and
special correspondent singer Rita Ora this season, kicked off on
Thursday on MTV.com. The classic show will also have a presence in this
year's Video Music Awards
through special House of Style commentary segments mixed in throughout
the Aug. 24 broadcast. A 30-minute TV special on the best looks from the
VMAs will follow on Aug. 26. Azalea and Ora will also be performing at
this year's music awards.
Interspersed throughout this season will be product integrations for
Unilever's Caress, Degree Women and TRESemmé brands. For example, the
second episode focuses on Azalea's new music video, which involves
dancing and martial arts choreography. It's also an opportune time to
blend in Degree's sweat-preventing properties. In addition, TRESemmé
will be featured in segments that show how to recreate fashion-forward
hairstyles. Hashtags encouraging fans to #AmpUpYourStyle will also
appear on every episode of the Web series.
"Our partnership with MTV and House of Style is an example of how we
are inserting ourselves into moments that matter for the people that buy
our brands and evolve our thinking from campaigns to conversations and
connecting with our consumers—shifting our marketing to people to
marketing with and for people," Gail Tifford, senior director of media
and entertainment strategy for Unilever North America, said.
House of Style originally aired during 1989 through 2000, hosted by a
bevy of supermodels. It returned as a 12-episode Web series in late 2012
but didn't return for a second season until the Unilever deal this
year. While product placement isn't a new idea, resurrecting an iconic
series to do it is certainly interesting.
Tifford added that the partnership helps customize "meaningful brand
experiences" for millennials, who expect constant and engaging materials
due to the prevalence of social media and technology. Because
millennials are platform agnostic, Unilever and MTV thought the
multiplatform approach was key. Media agency Mindshare helped develop
the campaign.
"It's non-negotiable when trying to connect and engage with people in
this connected world. We need to reach our consumers with the right
message, on the right platform, at the right time via engaging content
that works across the entire consumer journey—including point of sale,"
Tifford said.
"Our audience really is moving with fluidity between digital and social
and linear," Baumgarten added. "We want to serve them up the kind of
content they want in the places that they are."
