Social Fashion
London based social media geek, creating a home online (and in Battersea Park!) for my life loves; fashion, food, photography, mountains and family. Be Lucky.
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Elle magazine’s latest social strategy has resulted in huge social and sale success.
On the day of their cover shoot with David Beckham a 10 second video was made available on Elle’s site, with a longer full-length video for subscribers-only going live when the issue hit the news stands. Users were also invited to submit their own questions for Beckham socially, but had to buy the magazine to know if their questions submissions were successful.
The statistics so far show that page impressions on ElleUk.com were up 664% on the day of the cover shoot, and the exclusive video was viewed more than 6,000 times within the first 24 hours. During the shoot, Elle tracked a 116% increase in global users from Facebook and Twitter, generating 21,898 page views. The post on Facebook.com/ElleUk has been ‘liked’ more than over 22,638 times and received a staggering 11,000 comments.
Elle first trialled its social activity with its Kristen Stewart issue, during which they are reported to have doubled the magazine’s subscriptions for one day.
According to editor-in-chief Lorraine Candy: ”the trick here lies in not simply giving all the unique content away, but rather layering it as part of a wider promotional agenda.”
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