To celebrate International Women's Day and bring the Ann Taylor Changemakers campaign to a broader audience, The Coveteur styled and captured a few inspirational and innovating women who are changing the game of digital content creation.
In order to authentically connect with Refinery29's savvy millennial audience, a basic seasonal media buy ramped up to a fully integrated content partnership that resulted in custom content that was cross promoted across all of Refinery29 and Ann Taylor digital platforms.
Refinery29 styled three style influencers in Ann Taylor's Fall 2014 collection, and developed native content advertising units that were seamlessly integrated into the Refinery29 editorial eco system.
The result was a lift in brand impressions, traffic, and sell-through of key items featured in the campaign.
The Changemakers was Ann Taylor's storytelling and innovation platform that highlighted inspirational and entrepreneurial women - from fashion editors to chief executives to photographers.
The platform modernized the brand's association with being a wear-to-work brand, by showcasing how "work" is defined today, and applauding the women who are redefining success.
The most successful versatility franchise to date, #AT3Ways was created to deliver on the strategy of breaking the brand away from its Monday-Friday association, and showcasing the range of its product assortment, as well as provide style inspiration on a weekly basis.
As part of Ann Taylor's brand strategy to reach new and younger audiences, an integrated partnership with Birchbox was created in Fall 2013. The holistic program included custom content promoted within Birchboxes as well as across both brands' digital platforms, in-store events at nine top market locations, co-branded gifts-with-purchase, blogger partnerships with both beauty and fashion influencers, and a co-branded sweepstakes for email acquisition.
The partnership was hugely successful in driving traffic and ROI through the in-store events and unique offer. At any one of the nine Ann Taylor stores that hosted the event, there was anywhere from 200-500 millennial-aged women shopping and engaging with the brand.
To reinterpret Ann Taylor's Modern Closet collection, an integrated partnership was developed with the digital closet purveyors, The Coveteur. The campaign featured a true "modern closet," and also featured influential photographer and fashion blogger Candice Lake.
The campaign garnered earned media and the recognition of media sources such as Refinery29, which helped to create social media buzz and push the brand's perception to a new, more modern sphere.
To infuse some authenticity and artistry into mega-brand Nine West, a design collaboration was developed with jewelry designer Pamela Love.
Pamela's aesthetic was infused into every part of the collaboration, from the metal-work featured on the boots, to the illustrated logo and packaging designed by her husband.
The vision was also integrated into the marketing campaign, digital experience, and the launch event attended by Pamela's influential circle of artists and musicians. The collaboration saw the best sell-through of any other collaboration to date.
To create demand and desire for the emerging Nine West Vintage America Collection, a design partnership was developed with supermodel and musician Karen Elson. Karen created a capsule inspired by the Dust Bowl era, which also inspired the marketing campaign, Fashion Week event and performance, and digital experiences.
To expand the Nine West Vintage America Collection and launch its first stand-alone store in Soho, NYC, a design partnership was developed with style influencer Kate Ciepluch. She traveled across the nation to collect and curate authentic vintage pieces that complemented the aesthetic of the Vintage America footwear and accessories capsule collection that she co-created.
Content was created and captured throughout her travels, and a multi-media marketing campaign was integrated across Vintage America digital properties and the in-store experience.