Challenge
Balenciaga wanted to announce their new collection, raise awareness of the ability to purchase online and encourage sign up to their ‘exclusive’ mailing list.
Solution
We ran a fashion feature on Harpers Bazaar for a three week period which tied in with Paris Fashion Week. Harpers Bazaar hosted a six page fashion gallery featuring editor’s picks from Balenciaga’s online Spring/Summer collection.
Results
During the three week campaign Harpers Bazaar generated over 1,000 leads. The average CTR for all creative framing the fashion feature was an impressive 2.5%. Balenciaga has since targeted the email addresses, obtained during the campaign, with a newsletter. The open rate achieved was higher than that recorded from their own database.