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.
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