Dec 06, 2018 | By Jane Boddy
Jan 26, 2017
By WGSN Insider
River Island takes advantage of Cosmopolitan Magazine’s new influencer network for spring denim ad campaign, becoming the first fashion retailer to weave integrated influencer-generated content into its new denim campaign, launching in February.
The campaign will include four of the magazine’s current eight Millennial influencers – lifestyle blogger Lottie Murphy, Hannah Crosskey (‘A Fashion Fix’), Louise O’Reilly (‘Style Me Curvy’) and Monikh Dale (‘Tres Monikh’).
The deal allows River Island access to influencers’ combined reach of 265,000 followers, as well as Cosmopolitan’s audience of millions, across a variety of platforms.
The River Island tie-up will see influencers sharing a post on each of their social feeds with Cosmopolitan styling them for the retailer’s double-page denim collection advertorial (pictured) in the March issue. River Island, in turn, will use the material on its own digital platforms.
Finally, the influencers will also feature on three co-branded videos, which will be shared on Cosmopolitan’s Snapchat Discover platform.
The influencer network currently covers a mix of fashion, beauty and lifestyle although Cosmopolitan expects to recruit more influencers over time and expand the offer to include other areas such as music, art and entertainment.
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