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McArthurGlen

London Fashion Week

The Challenge

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.

The Solution

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.

Award-winning campaign

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

Digital

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.

Social media

Social media was key to the success of this campaign. Thanks to its instantaneousness and the ability for people to share messages publicly, Facebook, Twitter and Instagram provided a great way to showcase the videos and send out animated gifs reacting to the latest trends. Plus, it enabled us to reach McArthurGlen’s target audience of 18-44-year-old fashion-conscious consumers looking for the latest trends for less. More importantly, it allowed us to gain a greater reach as influencers shared, retweeted and commented on posts – in fact, our Instagram engagers had a combined following of 467,680.

Social media also gave each centre a way to use and share content and allowed us to promote key messages through individual outlets, increasing the awareness of, say, how LFW tied in with York.

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.

Evening Standard magazine

The Results

82% ESI readers
saw the campaign

82% 
ESI readers
saw the campaign

13% Increase in
McArthurGlen’s online traffic

13%
Increase in McArthurGlen’s
online traffic

5% McArthurGlen footfall
increase in centres

5%
McArthurGlen footfall
increase in centres

137,937 Video views
(online and social)

137,937
Video views
(online and social)

85,579 Total page views
to hubs (over 3 weeks)

85,579
Total page views to hubs
(over 3 weeks)

To talk to us about partnerships, please contact
Jo Aves, Head of Creative Solutions
Joanna.Aves@esimedia.co.uk or 020 3615 2575