Hearst launched Pinterest-like ad for Lancôme on MarieClaire.com
Publishers across the board are scrambling to cement their native ad strategies, and Hearst is no different. Yesterday, it launched content ad campaigns for Lancôme on MarieClaire.com. The Pinterest-like ad is an interactive selection of images, skin care tips and blog content from 12 bloggers. Users will roll over a portrait of each blogger to reveal #bareselfie images of the bloggers taken after using the Lancôme product, quotes from their individual “skin stories,” or further info about the product.