Cosmopolitan Magazine widens range with multi-platform video service CosmoBody
July 18, 2014
Hearst Corporation’s women’s magazine Cosmopolitan accompanies the launch of a mobile-optimized Web site alongside a multi-platform fitness video channel CosmoBody, available on a mobile application upon subscription, in an attempt to broaden the brand's reach.
Featuring everything fitness with an erotic twist, the world’s largest publication aims to conquer video together with editorial content focused on health and diet. Perhaps the greatest challenges among this innovation will be the abilities to make a profit and ensure the idea will stick.
"We worked with Cosmo's editors to create a product that reflects the brand's awesome voice,” said Chris Grosso, senior vice president and GM, Video, Hearst Digital Studios, New York. “We created it at as a multi-platform service so users are able to access anywhere, anytime."
Working out with Cosmo
Rather than creating a basic source of fitness and healthy recipes, the iconic women’s brand decided to mirror the video content with the same type of editorial content seen in the magazine or on Cosmopolitan.com.
Hearst executives specially built the service to be compatible across multiple platforms, such as desktop, mobile app and tablet.
Within the service there are two types of content. One is a collection of workouts led by various celebrity trainers, who are shot on location. The trainers do a bit of story telling to make the experience more personal. Hearst creators hope this attempt will encourage the use of the workouts.
The second type of content found in the video service is lifestyle pieces, including recipes for healthly cocktails and relationship advice.
Elizabeth Narins, fitness editor at Cosmopolitan, also collaborates with CosmoBody along with a small editorial team dedicated specifically to the service.
The service costs $9.95 per month.
Given Cosmopolitan Magazine is Hearst Corporation’s most influential publication, it led the move within the media giant to all-around mobile-optimized Web sites, aiming for a “post-banner world” and an overall seamless process.
Featuring native advertising components among the content marketing platform, the renovations provide both the reader and editor with a streamlined way of communication. Cosmo editors believe they will be able to produce 20 percent more daily content given the change (see story).
Similarly, apparel brand Levi Strauss and Co.’s aimed to reintroduce itself by incorporating a video component.
The “Live in Levi’s” campaign reflects a new direction for the brand, with mobile driving brand awareness and laying the groundwork for a new platform encouraging self-expression.
The campaign, which promotes the brand’s fall 2014 collection, encourages mobile submissions showcasing everyday life in the brand’s clothing that will be compiled into a social film later this year. The assembled stories will serve as an engagement platform for users and their shared experiences (see story).
These innovative ideas are a step outside the box and will likely keep brands in the foreground.
"The Cosmo brand is unique and powerful, whether it's on a tablet, phone, magazine, or video channel, and CosmoBody supports that cross-platform leadership," Mr. Grosso said.
Caitlyn Bohannon, editorial assistant for Mobile Marketer, New York
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