New content series will focus on spring cleaning.
Martha Stewart Living and Martha Stewart Digital have partnered with Church & Dwight, the makers of Arm & Hammer, to launch a spring cleaning content series called Martha University.
The cross-platform series will offer consumers advice on how to clean and de-clutter their homes and will launch with a print toolkit in the April issue of Martha Stewart Living. The series will also include new articles, galleries and checklists on MarthaStewart.com and the Martha University hub at MarthaStewart.com/MarthaU. It will also include an original video series that features Stewart in a home cleaning rescue.
“We are incredibly excited to be partnering with Church & Dwight, the maker of Arm & Hammer Baking Soda, for our second year,” says Daren Mazzucca, vice president, publisher, Martha Stewart Living. “This partnership offers a one-two punch in that it has enabled the Martha Stewart brand to develop original content utilizing Martha herself and is delivering valuable solutions and authentic editorial content.”
The Martha University program follows the social media contest, Rescue Me, Martha, which invited consumers to share their messy household challenges with the hopes of winning a cleaning makeover from Stewart. The grand prize winner, Evan Nisenson and his family, were officially “rescued” by Stewart, Arm & Hammer Baking Soda and a professional cleaning team and will be featured in the video series on Martha University.
Sequential Brands Group (the world’s No. 14 licensor with $4 billion in retail sales last year) owns the Martha Stewart brand, while Arm & Hammer is owned by Church & Dwight (the world’s No. 98 licensor with $250 million in retail sales last year), according to License! Global’s upcoming Top 150 Licensors Report, which will be released next week.