IPC Connect Takes Look Message Into the Digital Space With Six Figure Campaign
Look – the UK’s first glossy High Street fashion and celebrity weekly – has unveiled the latest phase of its marketing strategy: a massive digital advertising campaign that will target nearly 2 million young women online.
The six-figure campaign includes a variety of creative executions from banners and leader boards to skyscrapers and MPUs. All playing on the core themes of the brand – celebrity style and up-to-the minute affordable high street fashion. The creative will target female users on sites including Yahoo, MSN and MySpace.
One strand of the Look campaign invites women to download money-off vouchers for the magazine, while another offers the chance to participate in competitions to win vouchers for hot high street stores.
Look senior marketing manager Tara Steadman says: “Look has already established incredible brand awareness among young women in the UK. Its innovative editorial proposition – and fantastic TV advertising campaign – has struck a real chord. This campaign will complement that awareness in the digital space.”
The creative for the campaign has been developed by Hurrell & Dawson and digital agency Clusta, with the activity planned and bought by MediaCom.
Look hit the newsstand in February, supported by an £18m investment over its first two years, and is already setting a blistering pace. The magazine is led by editor Ali Hall and her 40-strong editorial team. It delivers an unparalleled mix of up-to-the-minute affordable fashion, high street shopping advice, celebrity style and gossip. It is the glossy, fast fashion fix for today’s discerning young woman.
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