Dia&Co Active Launch
Leveraged data and insights to combat the lack of size inclusivity in the fitness landscape by creating a go-to-market strategy for the launch of Dia's activewear category. The launch was driven by a powerful emotive narrative to deliver a tentpole moment for the Dia brand by supporting and celebrating the active lifestyles of women sizes 14+.
Widespread attention for the new brand launch was created through a compelling ad campaign distributed across social with a viral-designed video and with newspaper takeovers nationwide.
Key partnerships amplified the launch's voice and impact including the exclusive collaboration with Venus William's EleVen collection and a live inclusivity-focused fitness event with theCURVYcon.
Simon Malls Program
For 3 consecutive seasons, the GQ and Glamour collaboration with Simon Malls brought the latest style must-haves to millennial consumers across the country through a combined his and hers narrative.
Designed to provide scale, the program and it's premium custom content was captured on location in a setting themed to each specific season's story and was activated across all platforms from print and digital to video and social. The content was brought to life via 20 live events across the country while driving to purchase at every touchpoint delivering over 200MM impressions and a lift in shopper actions and in-mall visits.
GLAMOUR Street Glam Initiative
Timed to the start of fall fashion season, the program celebrated the unique expression of street style women step out with from coast to coast. The centerpiece was an influencer-driven custom created branded content execution & social photo challenge designed to spark consumer participation.
To bring the program to life, an immersive 3-day pop-up event during the opening days of Fashion Week in NYC treated over 8000 guests to free fashion and beauty experiences from 7 brand partners.
Paid Online Video Course
Leveraging the storytelling authority and expertise of the Glamour brand, an exclusive paid online Glamour video course was developed, in partnership with Udemy, to expand the brand's content offerings and audience.
It focused on teaching consumers the basics of how to craft a personal essay through 50 lectures with step-by-step exercises. For added value, appearances by six top-selling authors such as Imbolo Mbue and Jessica Knoll, infused expert advice and inspiration.