Create awareness about the new “out-there” brand platform and build on brand positioning.
Native Solution Delivered by CN Spain
Carrera wanted to take a big step forward toward a young, yet sophisticated audience who shares the “out-there” brand vision. To do so, Vogue created proprietary content with celebrity actors Max Iglesias and Ana Rujas, where passion and curiosity came together to develop a truly Vogue, “out-there” experience answering the question “When was the last time you did something for the first time?”.
Content was actually made available throughout the entire Vogue website, along with all editorial contents: homepage, social media, the newsletter… We also created an engaging native campaign to spread the word about original Vogue “out-there” content.
For this action, actors Maxi Iglesias and Ana Rujas were chosen because of their popularity with our audience and the number of followers they have on Social Networks. Maxi Iglesias has 378K followers on Instagram, 383K fans on Facebook and 265K on Twitter. Both actors were participating in a Spanish television series at the time of the action, and they were continuously present in the media.
Furthermore, the action’s article was the second-most viewed in the fashion section during the month of the campaign, both in regards to page views and in time spent on the page.
To ensure that the campaign was successful, we carefully chose celebrities who would best fit in with Carrera brand values. Working with Maxi Iglesias and Ana Rujas was a major key decision, because they were both getting great attention in the media as the top actor and actress of the moment. This played a huge part in obtaining relevance on social media and blogs. They even appeared on the leading Spanish TV channel.
The following are some of the mentions regarding the campaign, coming from outside our own publishing platforms:
Integration was the key to this campaign to create a high-quality story, with great production resources, to engage the audience and help them to discover our client brand values. We did this with the best ambassador we could have chosen: two top performers, who drew plenty of attention and interest. A win-win solution.
