instyle ‘best of british’ x avenue32

Avenue32.com had naturally spent a vast sum of money on digital campaigns in their first year of inception, but had not invested in any off-line activity to support their brand development and build credibility The research found a lack of trust among defined target who were nervous about purchasing expensive items on a relatively unknown site compared to netaporter, mywardrobe or matchesfashion.com.

Negotiated partnership with InStyle Magazine pre-Bafta ‘Best of British’ activation which would amplify the Avenue32.com brand through all the publication’s channels – print, digital and social.

The association would provide exposure to a wider audience and build credibility from a respected fashion authority’s endorsement. The concept also aligned with the brand values of supporting emerging talent and presented an opportunity to showcase the site’s contemporary design talent on upcoming actresses.

The coverage achieved was worth just under £4 million in AVE and saw over 36% of the audience in the target AB group (30% were in C) and over 40% in the key 24-44 demographic.

During the activity brand awareness grew exponentially resulting in new traffic to the site peaking at over 55k sessions and revenue growing by 150%. Organic search grew by 98%.