InStyle Magazine Insider Picks With White House Black Market
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InStyle Magazine Insider Picks With White House Black Market

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InStyle magazine joined forces with White House Black Market, a nationwide chain of more than 300 women’s specialty stores owned by Chico’s, to cross-promote its new “Ultimate Work-Kit.” The ...

InStyle magazine joined forces with White House Black Market, a nationwide chain of more than 300 women’s specialty stores owned by Chico’s, to cross-promote its new “Ultimate Work-Kit.” The kit included various clothing articles that could be mixed and matched to build an “essential” wardrobe for the office.
The cross-promotion advertised White House Black Market within the pages of the InStyle Magazine. At the store, shelf talkers, hangers and other materials prominently talked about InStyle Magazine and the fact they they offer advice on the clothing that would be of interest to the WHBM shopper. Both the advertisements and the in-store materials contained Microsoft Tags to be used with a mobile device to launch the campaign.
InStyle magazine’s editors provided videos with styling tips as well as instructions about how to combine the pieces in the work kit. Magazine readers see the Ultimate Work Kit and are encouraged to visit the store. Store shoppers are provided with compelling information at the time of purchase with ideas for additional items to purchase. In addition, store visitors who are not InStyle subscribers learn about the benefits of the magazine.
The Nellymoser photo gallery allows mobile phone users to see high quality photos of the items in the kit. A simple swipe with a finger moves forward and back between the images in a manner similar to many in-phone applications.
Features include sharing on Facebook and Twitter, which gives shoppers an opportunity to tell friends about the Work Kit or to get advice. Additional capabilities include a mobile sign-up form for special offers and a link to the on-line White House Black Market store.

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InStyle Magazine Insider Picks With White House Black Market InStyle Magazine Insider Picks With White House Black Market Presentation Transcript

  • TMWe turn action codes into mobile engagement on any mobile phone.InStyle and White House Black Market :Integrated In Store, In Book, Social Media Campaign Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515
  • RM1 TM InStyle with White House | Black Market • InStyle Magazine ▫ Top 100 magazine ▫ More 1.7 million subscribers • White House Black Market: ▫ Division of Chico’s FAS Inc., ▫ More than 350 stores nationwide Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 2
  • Slide 2RM1 I made the call-outs bullet style Made the mag a little smaller, not much, so that it did not overwhelm the message Roger, 4/15/2011
  • RM10 TM Coordinated In-Book, In-Store and Mobile In-Book spread attracts readers Mobile experience helps consumer when help is wanted In Store leverages magazine content Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 3
  • Slide 3RM10 Nice --- Looks stylish and effective. Can you incorporate the look in other slides? (I like it when things look like they belong together.) Roger, 4/15/2011
  • RM3 TM How The Mobile Experience Engages: Enhances each item by providing styling tips Captures readers and shoppers with interactive material Cross promotes all pieces in the collection by styling them together Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 4
  • Slide 4RM3 Can you combine slides 3 and 4? Too many words in lower right. Roger, 4/15/2011
  • TMInStyle Ambassador delivers tips through video Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 5
  • TMShare the Work Kit Share on social media or opt in for email offers Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 6
  • TMPhoto gallery presents each piece Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 7
  • RM7 TM Link to home page to explore and buy online Web page reinforces the cohesion of the kit Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 8
  • Slide 8RM7 I think that you can combine 12-13. Roger, 4/15/2011
  • RM8 TM All elements compliment each other In book and in Customers in store tags Mobile engagement store and online Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 9
  • Slide 9RM8 Careful about introducting a new arrow type. Not sure about the arrows from mobile engagement to the store/site. Cant see the direct link. Roger, 4/15/2011
  • RM9 TM Nellymoser capabilities utilized by White House Black Market/InStyle: • Branded landing page • High quality mobile optimized video • High quality image flipbook • Link to web commerce • Social network sharing • Opt-in email data capture Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 10
  • Slide 10RM9 Not sure what first bullet means. Not sure what "custom options" means here. This could be standard. Roger, 4/15/2011
  • TMTry Nellymoser on your phone: Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 11
  • TMWe turn action codes into mobile engagement on any mobile phone.Thank you.For more information, contact us:www.nellymoser.com1-781-645-1515 Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515