DRIVING SUBSCRIPTION & AUDIENCE REACH
For Good Housekeeping’s March/April Cleaning Issue, we extended our signature “How to Clean Anything” feature into The Big Clean — a six-week, multi-platform spring cleaning challenge. We teased the campaign in print, drove readers to sign up for a special newsletter series, and launched a coordinated social media takeover, including a video partnership with influencer @BrunchwithBabs.
I. THE CHALLENGE
Transform a traditional print story into an interactive experience that engaged readers beyond the magazine. The goal was to connect our audience with practical cleaning expertise while experimenting with new digital formats, newsletters, and influencer partnerships.
II. THE APPROACH
Designed a branded six-week challenge with a consistent visual identity across newsletter and social platforms.
Strategized the look and feel of the newsletter template, creating visuals that felt fresh and motivating each week.
Developed a video strategy to highlight Brunch with Babs’ partnership, integrating her content with GH’s editorial authority.
Collaborated with the social team on rollout plans for Instagram and TikTok, creating graphics, stories, and video overlays.
III. THE EXECUTION
We rolled out the challenge over six weeks, delivering weekly newsletters that guided readers through specific cleaning tasks. Each installment linked to social extensions on Instagram and TikTok, where we shared tips, video content, and influencer collaborations. The design remained cohesive across all platforms, building anticipation and consistency throughout the campaign.
IV. THE IMPACT
The Big Clean successfully turned a seasonal editorial moment into a multi-channel engagement driver. The integrated strategy boosted newsletter sign-ups, expanded GH’s social reach, and reinforced the brand as a trusted authority on cleaning. The collaboration with Brunch with Babs amplified the campaign with personality and relatability, introducing GH to new audiences.