WWD’s Third-Annual Festival House with PHYTO

During 2019’s festival season, WWD partnered with PHYTO to host Festival House, an abode of elite fashion and beauty influencers that created 100+ pieces of custom content on their Instagram and Instagram Stories platforms.

WWD, alongside PHYTO, curated a playground of experiences, including services, activations and happy hours for the influencers to create elevated, beauty-focused posts during their weekend in the desert.

Activations included a happy hour with custom cocktails, bathroom takeovers, custom styling sessions, on-site branding, gifting and survival kits.

WWD x Phyto hosted four different bathroom takeovers inside the house, giving the influencers direct access to styling products and tools all weekend long as they got ready for the festival. The takeovers included:

  • Custom Mirror Decals
  • Product Displays
  • Candles with Branded Scents
  • Phyto Towels for Makeup Removal
  • Ring Lights for Selfies

WWD x Phyto also hosted styling sessions for all in-house influencers at a custom styling station on both Saturday and Sunday of Festival House weekend. The styling sessions provided the perfect setting for the influencers to create customized content.

Performance:

  • TOTAL Influencer Content Impressions + Reach: 2.1MM+
  • TOTAL Program Impressions: 8MM+

The Style Dimension 4.0

WWD, in partnership with dpHUE, Klarna, WORTH and Sparkle Bar, aimed to take New York Fashion Week (NYFW) to the ultimate level through merging the crossroads of fashion, beauty and technology. The Style Dimension 4.0 aimed to make NYFW accessible and relevant for all, including consumers and fashion’s most elite crowd, through partnerships with fashion, beauty and technology brands that have their finger on the pulse of what’s new and what’s next. By uniting our clique of notables, including editors, marketers, PR, influencers and designers, alongside eager and exciting brand partners, The Style Dimension 4.0 posed to take NYFW to the next level, creating accessible fashion content and experiences for all.

The Style Dimension has generated millions of impressions through program integrations including:

  • Social Media Initiatives
  • WWD Content Touch Points
  • Sponsorship Activations and Custom Technology Moments
  • Custom VIP Celebration
  • Custom Promotional Elements
  • First-Ever Synergy with Cadillac House, the auto power player’s experiential hub

Performance:

  • TOTAL Program Impressions: 29MM+
  • TOTAL Attendees: 1,200+
  • TOTAL Social Media Impressions: 710K+

DPA Diamond Dossier

Diamond Producer Association’s Objective:

  • Generate awareness and buzz around DPA’s Total Clarity campaign including ground-breaking data and positive insights on the diamond industry
  • Bring attention to the positive socio-economical and environmental benefits of diamond mining
  • Engage consumers through engaging storytelling, bringing DPA’s report to life

WWD Solution:

  • Produce and distribute the Diamond Dossier, a 16-page Executive Briefing Report during moments such as New York Fashion Week and WWD’s Apparel & Retail CEO Summit
  • Printed Daily issue distribution of the report around NYFW shows and WWD’s Style Dimension
  • Repurpose the Diamond Dossier into a two-page custom spread, running in the Digital Daily, Printed Daily edition and WWD.com

Golden Goose Custom Article

Golden Goose’s Objective:

  • Shine a spotlight on Golden Goose’s Venetian craftsmanship roots, artisanal tradition and product personalization
  • Generate buzz around Golden Goose’s Labs where shoppers can take part in the creation process for their perfect pair of sneakers

WWD Solution:

  • Produce a custom article spotlighting the craftsmanship behind the brand and Golden Goose’s Lab, running in our Digital Daily and Printed Daily edition during Milan Fashion Week
  • Re-purpose the custom piece to live as an online article on WWD.com for a month

MAC Cosmetics Custom Q&A

MAC’s Objective:

  • Position MAC Cosmetics as the leader in Backstage Beauty looks at New York Fashion Week and the creator of must-try makeup trends each season
  • Leverage MAC’s backstage authority through the lens of their Artistry
  • Showcase the designers they support backstage during NYFW

WWD Solution:

  • Create a custom Q&A spotlighting MAC’s presence backstage, running in the Digital Daily and Printed Daily edition during New York Fashion Week
  • Create an engaging social media campaign on WWD’s Instagram (reaching 1MM+) consisting of:
    • 5 Instagram Galleries spotlighting MAC backstage at shows including Jeremy Scott, Brandon Maxwell, Oscar de la Renta and more
    • Instagram Stories takeover backstage at Jeremy Scott, which swiped up to MAC’s IGTV channel for more content
    • Total Social Media Impressions: 1.2MM!

GEOX Custom Articles

GEOX’s Objective:

  • Generate buzz for GEOX in the US and the brand’s technological innovation in Italian footwear
  • Drive traffic to GEOX’s new ecommerce site and the brand’s new AERANTIS line
  • Showcase the brand’s leadership in sustainability and its performance-oriented apparel as seen on the race track at Formula E’s NYC E-Prix race

WWD Solution:

  • Produce two custom stories spotlighting GEOX’s pioneering nature in Italian footwear and sustainability
  • Generate buzz around GEOX Dragon’s participation at Formula E’s NYC E-Prix race and the brand’s performance-oriented apparel through a takeover on WWD’s Instagram Stories (reaching 1MM+), led by WWD’s Style Director, Alex Badia

The Palmeraie City Guide

The Palmeraie’s Objective:

  • Spotlight the city of Scottsdale as a retail and lifestyle destination you cannot miss on your travel list
  • Define The Palmeraie retail center and establish its role in the luxury shopping community
  • Gather new tenants in the luxury fashion, beauty and technology market to add to their center

WWD Solution:

  • Custom 6-page feature that delves into all that The Palmeraie has to offer, from the shops to the restaurants, and curating a schedule of must-see experiences for potential visitors
  • Special interviews with WWD Editors and Palmeraie Executives to create one-of-a-kind quotes and anecdotes about The Palmeraie and Scottsdale as a city
  • Printed Daily issue distribution of the feature at NYFW, MFW and PFW to spread the word globally

Hong Kong Trade Development Council Style Guide

Hong Kong Trade’s Objective:

  • Position Hong Kong as an up-and-coming style and fashion destination
  • Promote eight Hong Kong based designers and their latest collections
  • Drive fashion traffic to the city of Hong Kong
  • Editorialize Hong Kong fashion in the United States

WWD Solution:

  • Custom 16-page feature separated into City Guide features to Hong Kong as a city and fashion destination, and a custom on-location editorial shoot with Style Director Alex Badia utilizing only Hong Kong fashion
  • Custom social initiatives, including designer Q&As, Stories takeover with Alex on location in Hong Kong, and a shoot recap gallery that introduces Hong Kong and its designers to our consumer audience
  • Printed Daily issue distribution of the feature at NYFW

Thought Leaders Lab with Avon

Avon’s Objective:

  • Showcase and position Avon as a thought-leader and expert in the Beauty field to WWD’s subscriber base
  • Educate our audience on the creation of Avon products – and how it requires a blend of science, high quality product standards, speed to market and a strong emotional connection to consumers. A mix of all of this creates a “must have” product for Avon
  • Highlight Avon’s executives: Director of Future Innovation, VP Global R&D and Head of Color for Global Consumer Product Design

WWD Solution:

  • Produce a “Thought Leaders Lab” with a round table conversation, moderated by WWD Content Studios Editors, addressing all of Avon’s key needs
  • From this round table conversation, create an engaging and educational custom content piece and video to live in WWD’s Digital Daily and on WWD.com

The Style Dimension 3.0

WWD, in partnership with Samsung 837 and The Estee Lauder Companies, aimed to take New York Fashion Week to the ultimate level through merging the crossroads of fashion, beauty and technology. The Style Dimension 3.0 aimed to give unlimited access to consumers through partnerships with brands that were celebrating launches of products or alignment with NYFW, while also looking for key NYFW exposure with targeted consumers. By uniting our clique of notables, including editors, marketers, PR, influencers and designers, alongside eager and exciting brand partners, The Style Dimension 3.0 posed to take NYFW to the next level, breaking boundaries like never before.

The Style Dimension has generated millions of impressions through program integrations including:

  • Customized Programming and Panel Discussions
  • First-Ever Fashion Show Livestream
  • First-Ever E-Commerce Shopping Moments
  • Social Media Initiatives
  • WWD Content Touch Points at Samsung 837
  • Sponsorship Activations and Custom Technology Moments
  • Custom VIP Celebration
  • Custom Promotional Elements

Partners: Kate Spade New York, Estee Lauder Companies: MAC, Becca Cosmetics, Origins, GlamGlow and Bumble & Bumble, Polimoda, Kenneth Cole

Performance:

  • TOTAL Program Impressions: 61MM+
  • TOTAL Attendees: 1,400+
  • TOTAL Social Media Impressions: 29MM+