Fash­ion Week Case Study

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About Ital­ian Fash­ion Mag­a­zines

Home to some of the most renowned fash­ion houses in the world, it’s no sur­prise that Italy pro­duces lead­ing in­ter­na­tional fash­ion mag­a­zines that in­flu­ence both in­dus­try and per­sonal style alike. Ital­ian mag­a­zines like Vogue, Van­ity Fair, Elle, Marie Claire, Grazia, and Flair, de­liver their glossy sar­to­rial spreads across the globe, and it’s dur­ing Fash­ion Week when their stylish read­ers ob­sess the most over ev­ery last page of cov­er­age.

The Op­por­tu­nity

From style blog­gers, to Vogue ed­i­tors, and run­wayready de­sign­ers, Fash­ion Week is that rare mo­ment when all the top in­dus­try in­sid­ers come to­gether un­der one roof. With­out an in­vite to these ex­clu­sive shows and fash­ion on the brain, the rest of the fash­ion-hun­gry pub­lic lean on their favourite pub­li­ca­tions to show them all the best in readyto-wear styles. This made for a clear op­por­tu­nity to pro­mote our Ital­ian fash­ion mag­a­zines to a style-fo­cused au­di­ence in non-Ital­ian coun­tries, by lever­ag­ing Fash­ion Week’s in­ter­na­tional mar­quee city lo­ca­tions in Lon­don, Mi­lan, New York and Paris.

The Cam­paign

PressReader’s mar­ket­ing team part­nered with Hearst, Mon­dadori, and Condé Nast on an ag­gres­sive cross­chan­nel pro­mo­tional cam­paign through email, app, search, brand part­ners and so­cial me­dia. To­gether we of­fered 1 week of com­pli­men­tary ac­cess to our plat­form of 6,000+ ti­tles dur­ing Fash­ion Week, high­light­ing the Ital­ian mag­a­zines, Vogue, Van­ity Fair, Elle, Marie Claire, Grazia, and Flair to read­ers in­ter­ested in fash­ion around the world.

The pro­mo­tion in­cluded:

• Cus­tom Face­book and Twit­ter ads for the promo of­fer were de­liv­ered to a tar­geted fash­ion au­di­ence

• The high­lighted fash­ion mag­a­zines shared the promo of­fer across their so­cial chan­nels

• Snapchat promo fil­ters were setup at the ma­jor Lon­don and New York fash­ion shows

• Promo email blast was de­liv­ered to our tar­geted email list of 60,000 read­ers

• Google Ad­words cam­paign was set up tar­get­ing the key words for the high­lighted mag­a­zines

• Geo-fenced push no­ti­fi­ca­tion with the promo of­fer was sent out to app users in the se­lect Fash­ion Week cities

• The high­lighted fash­ion ti­tles were set up as sug­gested down­loads in app for users who had pre­vi­ously read sim­i­lar ti­tles

• Tent cards with the promo of­fer were dis­played at key lux­ury ho­tels, through PressReader’s busi­ness part­ner­ships in both New York and Mi­lan

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