The multiplatform campaign is focused around the Pandora Rose Collection, aiming to increase consideration and purchase intent amongst the Grazia audience.
Each day throughout the week Pandora will be taking inspiration from Grazia’s #thewaywewear theme to create styling advice and inspiration for key Summer trends.
There will be a daily Facebook Live video created with Pandora by Grazia, tackling different styling themes. Using Pandora fashion bloggers such as Lorna Luxe, Chouquette, Shot from the Street and Anneli Bush, the videos will show viewers how to style Pandora jewellery with a ‘look of the day’. A GIF will also be created for each influencer to showcase their final look.
The activity will also include a number of native pieces, which will run across the week that the community issue is being created (13 – 17 June). These will highlight different accessorizing tips, exploring points such as how to rock a minimalist look without looking boring and how to style up the weekend with the Grazia team.
In the magazine, there will be a DPS advertorial to promote the Pandora Rose Collection. This will shoot two of Pandora’s influencers to show the collection styled in a contemporary fashion. The copy will capture styling tips from the influencers in the shoot, including their top tip for social media, all linked back to the Pandora collection.
Abby Carvosso, Group MD Advertising, Bauer Media said: “The creation of Grazia’s Community Issue with Facebook is a landmark moment for us, as it brings the brand to life for the Grazia community in a range of innovative ways. Pandora wanted to tap into our real USP of combining deep audience insight with best in class editorial instinct – the result is powerful content that speaks to their target audience across the week the issue is being created, as well as in the issue itself.”
A spokesperson from Pandora said: “We wanted to work with a partner who would let us push our creative boundaries, whilst still keeping the heart of our brand. This campaign will allow us to do just that, reaching the valuable Grazia audience across multiple touchpoints during a really exciting week.”
Throughout the week readers will be invited to join in via Grazia’s Facebook page and watch the issue unfold using Facebook Live, alongside exclusive events and special surprise guests and performances. Grazia Facebook fans will be able to:
* Participate for the first time ever in the Monday Editorial conference and help craft the magazine’s agenda for the week
* Join a live Brexit debate via Facebook Live, between Stella Creasy MP, Yvette Cooper MP, Theresa Villiers MP and Penny Mordaunt MP, and hosted by Guardian’s Political Editor Anushka Asthana on Wednesday 15th June at 1pm
* Help shape the covershoot
* Watch a fashion shoot being created
* Quiz stylist and beauty expert Lou Teasdale (2.8million Instagram followers) live
* Watch exclusive interviews with Prime Minister David Cameron, Instagram’s Eva Chen, Man Repeller’s Leandra Medine and model Georgia May Jagger and interact as special surprise guests drop in throughout the week
* Help contribute to regular features such as: 10 Hot Stories, Chart of Lust and You the Fashion Jury
* Join Nicola Mendelsohn, VP EMEA, Facebook, at an event focused on empowering female entrepreneurs and small business, be inspired and get practical advice and support
Gravity Road has worked closely on the project as creative and social video consultant, with the video production managed by Whitecoat Productions.
According to Bauer Media, the special program of content will give fans unparalleled access and a seat at the editorial table, all via Grazia’s Facebook page.
The special edition of Grazia will be on sale on Tuesday 21 June 2016.
The campaign was brokered by Cream.
