We have been tasked with increasing New Look’s digital and e-commerce capabilities across the UK, Germany and France. Throughout the campaign it is important to communicate the New Look re-brand to a new and existing audience through our social influencers. A key part of this is to create a bank of regular, authentic content to be used across other New Look channels.
We have created an always on Influencer Programme across the UK, Germany and France (menswear and womenswear) to push key brand messages and product consistently over a 12 month period. This influencer programme is made up of 125 fashion influencers across 5 tiers. The tiered influencer programme is made up of 5 tiers from Hero tier 1 influencers with 100,000+ followers to tier 5 which consists of New Look staff.
The campaign works by supplying each influencer a monthly gift card budget and a shopping list made up of monthly trends. Each influencer is contracted to deliver a minimum of 9 Instagram and Instagram Story posts per month as well as additional activity across other channels. The majority of posts include direct call to action, product code and trackable link.
The Influencer content has been used for PR activations such as Ascot, Lovebox and London Fashion Week. New Look have also distributed this across their social channels, website and paid social.