In order to add a digital element to Stylist‘s annual shoe special, I launched Shoe Fortnight, partnering with My-Wardrobe for a daily giveaway of a different pair of designer shoes over a two-week period.
The competitions were promoted via homepage coverage and sidebar widgets on Stylist.co.uk, Stylist and My-Wardrobe’s social media channels, and within Stylist magazine. In addition, I brought shoe blog Shoewawa (part of the Aigua Media group) on board to further promote the project.
Whilst the competition was the main focus of the activity, I also coordinated related content to sit around the competition pages in order to keep traffic moving around Stylist.co.uk. The most successful of these was the user-generated off-shoot competition Show Us Your Shoes. Stylist.co.uk readers, as well as Stylist’s Facebook fans and Twitter followers, were invited to send in pictures of the shoes they were wearing each day of Shoe Fortnight, which were built into an online gallery. Daily winners were chosen by the editor of Shoewawa, and an overall winner was awarded £500 to spend on shoes at Reiss.
Other related content included 75 Summer Shoes To Shop Now, Stylist Fashion Director’s Hot Summer Shoes (video content) and The Most Iconic Shoes Of All Time.
Shoe Fortnight and the related content generated over 200,000 page views in the month of May. This was primarily driven by the competition pages, although Show Us Your Shoes generated significant conversation and interaction on social media.
Gallery of Shoe Fortnight prizes
News story on Shoe Fortnight in Stylist
Show Us Your Shoes competition page and entries gallery
For the Spring/Summer 2012 shows, Stylist.co.uk brought the London Fashion Week experience to life through a variety of means. Under the strap line ‘live at London Fashion Week’, the main draws included live streaming of the shows, the London 100 (a gallery of the team’s 100 favourite looks from the runways, part of a series which also covered New York, Milan and Paris), and the LFW Dog Blog, which featured entertaining updates, designer interviews and celebrity snapshots from Stylist‘s special fashion week correspondent, Lenny the pug. (That’s him below, decked out in designer doggie wear and sticking his tongue out at you.)
Additional coverage included:
– London Fashion Week: The Invites (gallery)
– Stylist‘s Fashion Week Wardrobe (gallery)
– London Fashion Week Street Style (gallery)
– Stylist‘s Live London Fashion Week Blog
– Beat The Fashion Bloggers competition, featuring respected fashion bloggers Kristen Knox from The Clothes Whisperer, Laetitia Wajnapel from Mademoiselle Robot, Ella Gregory from Coco’s Tea Party and Kelly Morris from What She Said
– Live tweeting from the Stylist Twitter account
As a result of this content plan, the site attracted almost triple the amount of traffic it did during the previous round of shows in February 2011, and on half the budget. This was helped in part by the excitement generated by Lenny’s Dog Blog, which drew tweets and online coverage from, amongst others, Mercedes LFW, Harrods, Mulberry, Toni & Guy, Paul Smith, Gemma Cairney, my-wardrobe.com, Net-A-Porter.com and Refinery29.
To maintain visitor figures in August (during which Stylist takes a publishing break), I planned and executed Stylist‘s Supper Club, which saw dinner for two at a top UK restaurant given away every day of the month. This was principally an online project, promoted on Stylist.co.uk, via Stylist‘s social channels and seeded to various food websites and blogs, although it was also supported within the magazine. Restaurants secured included Sketch, da Polpo and The Gilbert Scott in London, The Tower in Edinburgh and Michael Caines at Abode in Manchester.
In addition to enjoying dinner and drinks for two, each winner was invited to write a review of their evening to be published on Stylist.co.uk, which they were encouraged to share on their social networks. Each restaurant also promoted the competition on their social channels.
The competition was a huge success, attracting 15,000 unique users and generating 127,000 page views in August alone. You can view a selection of screen grabs of the competition and the print support below, or else view Stylist‘s Supper Club online.
Gallery of Supper Club restaurants
Reader Supper Club review
News story on Supper Club in Stylist