New Look’s objective was to reinforce the fashion credentials of their shoe department. They wanted to team up with a credible fashion title that would position them as a footwear destination to grow their market share. They specifically were targeting ’Charlotte’ – a 25-44 year old active women who is more influential and has a high disposable income, but is not particularly loyal to New Look.
We needed to showcase the New Look shoe collection in a credible fashionable way and offer New Look brand endorsement. Grazia is a premium brand with fashion credentials and famous for leading the trends. We therefore felt, through creating integrated brand content, New Look would be able to tap into this credibility and gain perceived endorsement. We also wanted to interact and engage with their ‘Charlotte’ audience – ABC 25+ influential/active women with disposable income – which fitted well with the profile of the Grazia audience. This is the reason we felt it was important to have a strong social media element to the campaign, as it allowed the audience to showcase New Look footwear and generate buzz.
Utilising Grazia stylists we road tested the New Look shoes in a weekly feature ‘The Walking Week’ offering the retailor strong endorsement and fashion credentials. We also created the ‘Shoefie’ – selfie of your shoes – inviting the audience to share their shoefie on social media for a chance to win New Look shopping vouchers each week.
The campaign ran for a month across all Grazia platforms :
- In Magazine: weekly ‘Walking Week’ feature showcasing a Grazia fashion Insider week in New Look shoes.
- iPad: replicated onto you ipad edition allowing users to shop, share and save each pair of shoes featured straight from the page.
- Graziadaily : series of native stories (the first pieces of native content!) written and published by each Grazia stylist showcasing their top 10 pairs of shoes from New Look.
- Social Media: ‘Shoefie’ Twitter/Instagram competition promoted by both Grazia on a daily basis and New Look, as well as in-store.
‘#Shoefie’ became a trend on social media with 978 pictures shared using the @grazia_live, @newlookfashion and #shoefie together
New Look also saw a sales increase of their shoes during and after the month of the campaign.