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Prada - Elle

ELLE Mini Series

 

 

 

THE ASK

To generate awareness and engagement during the busy holiday shopping season, as well as drive sales of the House of Candy fragrances, Italian fashion house Prada challenged us with creating a compelling campaign that spoke to the power of its perfumes.

 

THE PASSION

To celebrate modern women who break the rules—and who would never consider changing themselves to fit someone else's ideal—we captured the exploits of a bold girl gang, taking a cinematic approach to sponsored content.

 

THE ACTIVATION

Our campaign needed to tell a story that would attract and resonate with a younger audience, as well as align with the Prada fashion aficionados. We partnered with Hearst Digital and ELLE Magazine to create an exclusive mini-series that tackled the subject of female empowerment through a branded lens. This was the first-ever scripted price of branded content ELLE has ever produced. We used video as a key format and distributed across all of ELLE's touch points, focusing heavily on social media.

We created a series of custom content specifically for ELLE.com to further generate brand engagement. The “How to Unleash Your Inner Boss Lady” article centered around the messaging of the first film, reminding readers that sometimes all it takes to turn things around is a little reminder that you’re a badass. “This Video Is Basically Your Revenge Fantasy” encouraged readers to power through the holiday season like a champ, tying back to the second film. Readers could shop the perfumes and outfits worn in the film within the articles. Our content helped elevate the brand’s universe and address a fashion-obsessed audience. It is now used as a best in class example by Hearst Digital for all their future branded content and generated earned PR from several industry publications. 

8.8M

impressions

3.3M

video views

22K

page views

34%

engagement rate