Hearts On Fire on Sept. 9 announced a “strategic marketing partnership” with Hearst Magazines that will find the publishing company producing a print and social media campaign for the diamond brand.
The campaign, conceived by Hearst Magazines’ in-house creative agency, will run from October 2011 to January 2013 across seven Hearst magazine titles. The ads feature two well-known style bloggers: Christine Cameron of My Style Pill and Stephanie Johnson of SJ’s Style Compass. The two will be Hearts On Fire ambassadors for the duration of the campaign, and their thoughts and recommendations will be featured in the ads. The women will also be blogging about the jewelry on their own sites.
The team developed three versions of the creative, designed for the publications’ specific audiences. The version for Cosmopolitan, Marie Claire, and Redbook will be more female-directed and emphasize fashion. There will be a luxury message with higher price-point merchandise for Harper’s Bazaar, Town & Country, and O, The Oprah Magazine. Esquire will get a male-directed message
“This partnership represents a paradigm shift for how luxury brands can team up with magazine publishers in this new digital age,” said Hearts On Fire CEO and founder Glenn Rothman in a statement.