London Fashion Week
Reposition McArthurGlen as a destination fashion retailer, aligning the brand with high fashion using ESI Media’s association with London Fashion Week (LFW), while ensuring content remains relevant and links back to the client’s six regional centres.
We created a multi-platform partnership using all of ESI Media’s assets in print, online and social, creating content for standard.co.uk, independent.co.uk and the Evening Standard itself, as well as regularly tweeting updates using a campaign-specific hashtag.
A central part of this fast-paced campaign was the creation and distribution of engaging video content filmed live each day from a selection of key shows at LFW, providing an inside view on the trends hot off the catwalk. From this we produced daily trend messaging banners, updated the centre information pages and wrote social media posts across both our websites for all six days of LFW, including the weekend, as well as utilising social tools such as Facebook Live.
Best Content Partnership Newsworks Awards 2016
“This winning entry stood out because
they pushed the boundaries of what it
means to create a partnership between a
media agency, newsbrand and a brand”
Manning Gottlieb OMD,
Chief Executive Officer
Video was at the heart of this campaign, with footage shared daily across articles online and short snippets playing on cascade banners on both the Standard and Independent sites. All of the content sat within a bespoke MGInsider branded content hub and there was also a fashion channel and homepage takeover on standard.co.uk.
Running the campaign on the Standard and the Independent websites enabled us to earn regional coverage for the six designer outlet locations.
Facebook Live event
Live streaming was used to take our readers right to the heart of the action at London Fashion Week. ES Magazine hosted a Facebook Live from the front row as well as behind the scenes at the Henry Holland show, featuring interviews with Henry Holland himself as well as expert make-up artists, celebrities and models. The Facebook Live resulted in more than 31,000 views within a two to four-day period.
Full-page advertorials were displayed in ES Magazine (with a readership of 608k), which were also distributed at LFW and to each of the centres. Fashion week edit swing tags were also created to display in local centres, placed on products chosen by an ES editor. There was also a DPS and full back page cover advertorial in the Evening Standard (readership 1.75 million).
To talk to us about partnerships, please contact
Jo Aves, Head of Creative Solutions
Joanna.Aves@esimedia.co.uk or 020 3615 2575