Case studies

McArthurGlen – ESI Media: Hijacking London Fashion Week



























In a bid to reposition McArthurGlen as a destination fashion retailer, the brand hijacked London Fashion Week to prove it could replicate the latest trends with products from its outlets.

the7stars needed to shift the perception of McArthurGlen as a discount fashion retailer and focus on heightening its fashion credentials. To achieve this, it took five daily trends live from London Fashion Week (LFW) and proved that McArthurGlen could instantly replicate the look with products from its outlets.

As an official LFW sponsor, ESI Media was the perfect partner to deliver a trusted, authoritative voice at the fashion moment of the year. The aim was to reach fashionistas in the right environment via social media, online and print - with an element of authority, which ESI Media provided - at the right moment during the event.

The campaign gained attention by using celebrities, fashion designers and influencers in around-the-clock live streaming, amplified by promotions in the London Fashion Week special edition of ES Magazine and via social media using the hashtag #MGINSIDER.

Content was seeded socially through ESI Media’s fashion talent who were on-hand at each centre, matching the daily trends and highlighting them through a series of branded content posts. This built up to the pinnacle moment of a Facebook Live edition of the Henry Holland show.

All activity drove traffic to a bespoke hub page on the Evening Standard's website, which housed further details of McArthurGlen's brand offering and captured all of the previous days' content.

Key findings

  • The campaign had an estimated reach of 2.5 million unique users across all touchpoints. By the time activity finished, it had reached a total of 5.4 million
  • Engagement levels surpassed expectations, with the average dwell time on the online hub being 2.36 minutes
  • For the first time in ESI Media's history, the commercial content had a higher engagement level than the editorial content
  • While the campaign was live, footfall increased by 5% and online traffic increased by 13%

This winning entry stood out because they pushed the boundaries of what it means to create a partnership between a media agency, newsbrand and a brand

Tim Pearson, chief executive officer, Manning Gottlieb OMD 

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Retail category

Retail effectiveness

Adding print newsbrands to the media mix improves overall campaign revenue return on investment by a factor of 2.8

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