The campaign, running for the first time in 10 countries, is the result of a collaboration featuring Elle International and Havas Media.
Developed by Lagardère Global Advertising’s creative and production teams for Elle International, the campaign aims to raise awareness amongst the Elle community about the different ways one can adopt the “Swarovski Remix collection”, as well as the various manners of combining strands in order to achieve mix and match looks, all in the spirit of Elle.
Through this campaign, Lagardère Global Advertising puts forward its savoir-faire with a spin: a glo-cal approach. The entire campaign production (article, visuals, hashtags, drivers...) is centralised, then sent to the local editions not only to be translated, but also adapted to the local cultures, and thus ensuring the “Elle touch”.
Running in 10 countries (France, Germany, Spain, Italy, United Kingdom, Australia, Hong Kong, China, South Korea and Japan), the campaign is based on different media plans, each of them equally adapted to local specificities, ensuring that KPI's are optimised and that the operation resonates with Elle communities across all medias and platforms.
Launched in September, the campaign starts simultaneously in both print (one native page proposing ELLE styling tips in the October issues) and digital (native content, including a 90 second video, also available on most websites starting September, 21st). It is also reinforced by social media posts (links towards the websites’ native pages).
Lagardère is a member of FIPP.
More like this
Hearst UK has partnered with Smart Energy GB to launch a fully integrated campaign led by video and supported through branded content and social activation.14th Dec 2017 Industry News
Fintech start-up Swanest today announced its partnership with Mediafin, a Belgian business newspapers publisher. Swanest introduces a brand-new portfolio management solution, helping business media to attract and engage private investors on their websites.14th Dec 2017 Industry News
Dylan Jones, editor of British GQ and editor-in-chief of GQ Style today announced a number of new hires, a further investment for continued high-end agenda-setting journalism and fashion coverage as the magazine prepares to enter its 30th anniversary year. Appointments include a significant number to the fashion team as well as additions to the political line up.12th Dec 2017 Industry News
Hola! USA has officially named Miguel Sirgado editor-in-chief. Sirgado will oversee editorial content for the Hola! USA brand.12th Dec 2017 Industry News
“I think you’re seeing a move-back to print; a move-back to the appreciation that print is restorative; it’s actually information that you take in. We know that there was a connection between the tactile, taking in of information… so, the touching of print and the absorption of information. And I feel very confident that print will continue to evolve and remain relevant.” - Joanna Coles8th Dec 2017 Features
Guest editorship in the magazine industry is used to create a buzz - it's often a way to garner attention. In the past, guest editorship has been often reserved for A-list celebrities. In 1997, Gwyneth Paltrow edited Hearst's Marie Claire, and in 1998, Susan Sarandon edited it. Bono guest-edited an edition of Conde Nast's Vanity Fair in 2007. In 2015, Michelle Obama guest edited Meredith's More magazine.11th Dec 2017 Features
While many potentially disruptive trends are not dominant or even easy to recognise, publishers must be ready to identify and experiment with them, warns Josh Macht, executive vice president and group publisher at the Harvard Business Review in the US.7th Dec 2017 Features
Country Living is continuing their trend integrated multi-platform branded content campaigns for 2017—building off of their steering wheel cover with Go RVing in June—the Hearst brand teamed up with L.L. Bean for a three month partnership which kicked off in October issue and included distinct print covers in November and December.14th Dec 2017 Features
Television reigned supreme over the advertising market. It has been a long time coming, but finally, this year, digital has dethroned TV.11th Dec 2017 Insight News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next