Massbuild makes a big content splash

Posted: March 26, 2015

Massbuild’s Love Your Home digital magazine Special Paint Edition has just gone live. It’s the first big theme issue of the year and focusses on, one of the retailer’s biggest departments, paint. Content focuses on giving readers a big splash of inspiring ideas for their home. South Africans are following the global trend and redecorating more regularly than in the past. A fresh lick of paint is one of the easiest way to revive a room, making this particular themed magazine very accessible to the Builders Warehouse and Builders Express markets.

A combination of how-to features, easy DIY projects, trends and forecasts as well as tools and innovations makes for a rich canvas of content in which readers can immerse themselves. Content marketing offers the perfect vehicle to connect customers with product in store. If readers want to tackle any of the projects or get stuck into painting their homes, each feature has a “products to use” list including pictures, descriptions and prices. All they need do is print their shopping list, visit their nearest Builders and fill their trolleys.

Love Your Home Paint Edition combines inspiring ideas and projects with a strong retail connection to the products in store.

Love Your Home Paint Edition combines inspiring ideas and projects with a strong retail connection to the products in store.

The Paint Edition is the first in a series of themed digital magazines for 2015 and is part of an overall monthly digital magazine communication. In intervening months, Love Your Home is produced as a smaller mini-mag.

Narrative Content Marketing Love Your Home

Love Your Home March is one of a series of mini-digital magazines which provides readers with inspiring content, fun DIY projects, gardening tips and details of new products in store.

Each digital magazine is supported by a multi-platform campaign, ensuring the maximum number of customers and potential customers eyeball the content. And, judging from the 2014 readership figures, we expect Love Your Home to continue to be comparable to other premier South African titles in the home category.