Who is your client, and what are its media goals?
Ellen LaNicca: Halo Technologies focuses on products that make families healthier. This year, it introduced a line of Halo Ultraviolet Vacuums - the only vacuum cleaners that instantly kill allergens, bacteria, and germs in carpets without chemicals. Halo wanted to raise awareness among consumers concerned about germs in their homes, in particular families with young children, allergy sufferers, and [pets].
What made Good Housekeeping such a good target? How did you pitch the editors there?
LaNicca: Good Housekeeping reaches more than 4.7 million people each month, and because the majority of its readers are female, married, and college-educated, it was a perfect target. We had a good relationship with home appliance editor Carolyn Forte, so we gave her a two-pronged pitch: Because October was the 100th anniversary of the invention of the vacuum cleaner, a piece on vacuum innovation was timely. Halo [also] represented a whole new category of cleaning - a term we coined [is] "Cleaning 2.0."
Was this a full-fledged review? Did you have to send a Halo to the Good Housekeeping R&D team?
LaNicca: It was a full-fledged review. We met with the editorial staff and demonstrated the vacuum, but we [also] sent another one to the Good Housekeeping Research Institute to consider it for a feature in its Buyers' Guide and for the Good Housekeeping Seal. We also lined up academic experts on UVC technology, microbiology, entomology, and dust mites to offer third-party perspectives on the technology.
What was the impact of the hit?
LaNicca: Not only did we get a positive review in the magazine, but Good Housekeeping editors also demonstrated the Halo during a segment on Good Morning America and produced a b-roll featuring the Halo that's aired on 27 regional TV stations. Sales spiked in the days after both the magazine hit newsstands and the GMA segment, and the Halo is now eligible for the Good Housekeeping Seal.
Name: Ellen LaNicca, EVP, CRT/tanaka (New York)
Placement: Good Housekeeping, October
Pitch timeline: Six months