instyle magazine insider picks with white house black market
DESCRIPTION
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.TRANSCRIPT
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InStyle and White House Black Market :Integrated In Store, In Book, Social Media Campaign
We turn action codes into mobile engagement on any mobile phone.
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• 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
InStyle with White House | Black Market
RM1
Slide 2
RM1 I made the call-outs bullet styleMade the mag a little smaller, not much, so that it did not overwhelm the messageRoger, 4/15/2011
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Coordinated In-Book, In-Store and MobileIn-Book spread attracts readers
In Store leverages magazinecontent
Mobile experience helps consumer when help is wanted
RM10
Slide 3
RM10 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
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How The Mobile Experience Engages:
Captures readers and shoppers with interactive material
Enhances each item by providing styling tips
Cross promotes all pieces in the collection by styling them together
RM3
Slide 4
RM3 Can you combine slides 3 and 4?
Too many words in lower right.Roger, 4/15/2011
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InStyle Ambassador delivers tips through video
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Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 6
Share on social media or opt in for email offers
Share the Work Kit
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Photo gallery presents each piece
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Web page reinforces the cohesion of the kit
Link to home page to explore and buy online
RM7
Slide 8
RM7 I think that you can combine 12-13.Roger, 4/15/2011
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In book and in store tags Mobile engagement
Customers in store and online
All elements compliment each other
RM8
Slide 9
RM8 Careful about introducting a new arrow type.
Not sure about the arrows from mobile engagement to the store/site. Can't see the direct link.Roger, 4/15/2011
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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
RM9
Slide 10
RM9 Not sure what first bullet means.
Not sure what "custom options" means here. This could be standard.Roger, 4/15/2011
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Try Nellymoser on your phone:
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Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515
Thank you.
We turn action codes into mobile engagement on any mobile phone.
For more information, contact us:
www.nellymoser.com1-781-645-1515