360°
Be part of the movement Content
1. VOGUE 360°
2. Touchpoints
3. Best Cases
4. Commercial Moments VOGUE IMPACTFUL MOMENTS THAT MOVE FASHION
VOGUE is the global fashion icon that has shaped the zeitgeist of fashion, style and culture for more than 40 years. It connects a unique network of international creatives, leaders and innovators, who together create unique fashion experiences: Everything starts with Fashion.
3 THE VOGUE PRODUCT PORTFOLIO
... provides access to our key CNX skills ... with these VOGUE services
MEDIA CREDIBILITY RELEVANCE
EXPERIENCE EDUCATION
EXPERTISE NETWORK
CONSULTING VOGUE offers access to the unique world of fashion. For 40 years the brand has been setting impulses and is shaping the spirit of the times with best-in-class content and experiences.
VOGUE is icon, filter, curator, storyteller: ...emotional, but not sentimental ...reflected but not instructive ...elaborate but not artificial ...selective, but not eclectic ...on the pulse of time, but not mainstream
VOGUE - one world, more visions. Impactful storytelling meets attitude with a twist.
5 TARGET GROUP
VOGUE addresses a target group that is defined by a commonality of passions, interests and demands, not by its age.
The VOGUE target group is part of a cosmopolitan community that unites the passion for fashion, an interest in culture, design, beauty, travel and savoir vivre - with the claim never to be content with second best.
Be part of the movement.
6 NETWORK & VIPS
Gabriela Hearst & Christiane Arp
Michael Kors & Christiane Arp Anna Rubik & Alexandra Bondi de Antoni
Christiane Arp & Victoria Beckham7 NETWORK & VIPS
Peter Lindbergh, Helene Fischer & Christiane Arp
Alexandra Bondi de Antoni & Nadja Auermann Christiane Arp & Karolina Kurkova
Isabella Rosselini, Christiane8 Arp, Anna Ewers & Victoria Beckham & Christiane Arp Anja Rubik VOGUE PEOPLE Your campaign faces
LENA TERLUTTER BLOGGER BAZAAR TEETH ARE JADE THIS IS JANE WAYNE - - - - 461k Follower 147k Follower 73k/ 52k Follower 47.9k Follower
KERA TILL THE DAILY DOSE AMAZED MAG STIL IN BERLIN - - - - 41k Follower 34.7k Follower 21.1k Follower 39.9k Follower
9 RELEVANT REACH
Magazine Print creates relevant reach and ensures a lasting effect in the target group with original content and impulses.
total sales: 77,262 copies* reach: 0.95 Mio. readers per issue**
Website & Mobile Seamless 360° Content Experience 4.3 Mio. page impressions in June 2020*** approx. 73,000 newsletter recipients***
Social Media Follower****
317k 16k 387k
290k 82k 5.6k (Launch May 2020)
Sources: *IVW II. quarter of 2020 **AWA 2020 (basis total) 10 *** IVW online June 2020 ***internal measurement July 2020 (overlaps possible) CONTENT UNIVERSE
CONTENT "VOGUE: Fashion attitude with a twist" - this is the guiding principle for all contents which are100% self-made. Beginning with fashion and beauty further on to art & culture and travel & lifestyle: limitless creativity is the claim and at the same time the quality promise of the fashion icon.
EXPERIENCE "Uniting the world's leading creatives to provide unique fashion experiences": With the "VOGUE Salon" and "VOGUE loves", VOGUE creates unique access to the fashion world for all those who want to actively experience and create.
ACCESS The international network opens VOGUE daily via different channels and invites the target group to look behind the scenes.
11 FASHION
12 BEAUTY
13 ART & CULTURE
14 TRAVEL
15 CONTENT UNIVERSE 2020 The holistic VOGUE theme world across all channels
Cover Sustainable & Diverse Personalities INSPIRATION Themes Storytelling
Columns & Young Talent Travel & Art & Fashion Beauty ENGAGEMENT Society & Network Lifestyle Culture
Fashion DISCOVERY Royals & Celebs Horoscope Shows
16 TOUCHPOINTS Strong brands are part of the community We work with these partners
» Net-a-porter
» GHD TOUCHPOINTS Products
19 TOUCHPOINTS
20 THE MAGAZINE
VOGUE is the global fashion icon!
Print creates the perfect connection to entertain, inspire and inform 0.95 million readers*, while at the same time attracting attention and interaction with the editorial and advertising integrated brands.
The high value and quality of the content creates a special experience for the readers and makes it tangible through ad specials with refinement, sachets, testers and samplings.
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*AWA 2020 (basis total, monthly women's magazines) 21 LINE EXTENSION
The VOGUE Line Extension VOGUE BUSINESS complements the magazine with a special that presents portraits of successful businesswomen and their career strategies - careers with courage and creativity.
Fashion, beauty, finance, travel or automobile - VOGUE BUSINESS shows the must-haves for careers with style.
04/20 & 10/20 Business Supplement*
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* Total circulation EV & subscription 22 SUPPLEMENTS
The VOGUE supplements complement the magazine with special topics that entertain and inspire the reader and provide the most important informations about your products and creative added value:
11/20 Beauty Supplement* 01/21 Horoscope Supplement*
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* Total circulation EV & subscription 23 WEBSITE
The VOGUE website is a platform for the latest information on fashion and socially relevant topics, which is used monthly by up to 1.3 million unique users*. VOGUE is perceived as an important authority on the fashion scene due to its expert knowledge in the fashion sector. Exclusive and self-produced industry knowledge differs vogue.de from competing platforms.
When travelling, on the way to work or on the road in your leisure time - the mobile usage at VOGUE is particularly high at 80%**.
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* AGOF digital facts June 2020 ** Google Analytics June 2020 24 NEWSLETTER
With the weekly dispatch to VOGUE users, the newsletter ensures a continuous flow of information to a constant, stable distribution group of about 73,000 newsletter subscribers.
With an opening rate of up to 15,8%* the newsletter achieves high reach.
There is the possibility to book Customized Newsletter - with an individually created Design & Call to Action. These are always mobile optimized.
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* intern email service provider ** best performer newsletter 2019 25 YOUTUBE
The YouTube Channel stages the VOGUE content in complex produced moving image material with up to 250,000 views*.
From tutorials in cooperation with the most important celebrities or social talents to high-quality product staging, we offer the opportunity to create perfectly coordinated content for brands and their storytelling.
Native video formats offer customers the opportunity to position themselves authentically within the content and to transport their story and product information perfectly in the language of the VOGUE target group.
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* Best Performer: https://www.youtube.com/watch?v=qxzo1w9JUEI
26 FACEBOOK
With 317,000 Facebook followers*, VOGUE reaches up to 5 million users on Facebook* through entertaining and inspiring content and manages to generate 400,473* interactions.
The VOGUE Facebook content is the perfect daily digest - an everyday medium that puts all news into the news stream and links to the more advanced content on the website in an optimal way.
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* Average 1st half of the year 2020 Facebook business manager 27 INSTAGRAM
Instagram, the Fashion Channel, is particularly popular with approximately 392,829 followers* and a monthly reach of 23 million content impressions*, including 1 million story impressions*.
The native social media product Insta Story Read offers the highest credibility with an exit rate below 4%* due to its authentic look.
Further advantages of VOGUE Instagram: - High advertising acceptance - Brand safe content area - Measurable & optimizable - Focused and intelligent targeting - Products can be combined with each other
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*Internal measurements: monthly average 20.06. -20.07.2020 Dash Hudson 28 PINTEREST
Pinterest users use the platform and the VOGUE content to plan
their daily decisions for special events & life moments. VOGUE meets these planning requests in a particularly target-group-oriented way with a mood board on the topics of interior design, beauty tips, fashion, weddings and food.
Impressions: 23.06 million Interactions: 891.21k Link clicks: 39,269 Follower: 84,3k Pinterest is a particularly sustainable platform because the content remains on Pinterest and generates a constant increase in traffic over a longer period of time.
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* Internal measurements 20.06. - 20.07.2020 Pinterest Business Hub 29 PODCAST
On the occasion of the 40th anniversary of VOGUE Germany, VOGUE Stories was launched, the official podcast of VOGUE Germany. With VOGUE Stories host Alexandra Bondi di Antoni, Executive Editor vogue.de, opens another door into the world of VOGUE. Sponsorship of the podcast is possible since the beginning of 2020. Take the chance and book this innovative product as a first mover.
Sociodemographic data via Spotify 75% female, 22% male, 1% various, 2% non-binary 49% of listeners are 23-34 years old Approx. 10,000 streams per episode
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30 PEOPLE VOGUE Talents Condé Nast Talent Network
In addition to the VOGUE Community we offer customers the possibility to create their storytelling with special influencers from the extended VOGUE network. Perfectly tailored to your target group, we find the voice to tell the story of your brand or product in an authentic and goal-oriented way.
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31
31 PEOPLE Talent Tales Whether strengthening your brand image, generating attention for product launches or customer acquisition and activation - your campaign goal is the focus of native storytelling and attention-grabbing content. Based on your goals, we will design a native photo shoot or video production about Condé Nast with one (or more) influencer(s) from the VOGUE network in the leading role. In this way, we guarantee an attention-grabbing campaign mechanic that benefits from the VOGUE brand and the high-reach protagonists. Components include content production via Condé Nast, an advertorial and traffic driver package on VOGUE.de and postings via the social media accounts of the influencers.
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32
32 PEOPLE VOGUE Community
THE VOGUE community unites the new generation of thought leaders, creatives and influencers with the power of the VOGUE brand. Together we are creating a digital world in which we reach a younger digital audience - the Millennials. The VOGUE Community creates more fashion, more beauty, more lifestyle and simply more inspiration.
With an Instagram Story Event Coverage of the VOGUE Community Influencer you can place your brand within the VOGUE event.
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33 SPECIAL ACTIVITIES
With Special Activities VOGUE offers access to an exclusive world of fashion. At staged events, guests immerse themselves in the VOGUE world and discover, experience and interact with the participating brands. Through diverse content productions across all accompanying VOGUE channels, we turn the events into a supra-regional, sustainable experience that further enlarges the circle of participants and creates sales impulses.
NEXT
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34 NEXT
SPECIAL ACTIVITIES
With VOGUE Next, VOGUE creates a platform for socially relevant topics (sustainability etc.) and thus reaches the B2C and B2B audience. VOGUE curates, presents and discusses the status quo of sustainable lifestyle and discovers the "NEXT" - with and for our community. Topic 2021: (The future of) Circularity
VOGUE Next is the perfect platform for partners who want to establish a new awareness for sustainable fashion consumption - both on a creative and business level. VOGUE gives partners the opportunity to present their contribution to Circular Fashion to a large audience and to discuss it on stage.
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35 SPECIAL ACTIVITIES
Create a unique shopping experience together with VOGUE. The brand experience with VOGUE at the POS. Arouse curiosity, set new accents with VOGUE and thus create even more desire to shop in retail!
"At VOGUE loves fashion is staged as a special shopping event and can be experienced in various formats - whether as a fashion show, talk or scavenger hunt. In addition to designs by established brands and young designers from the VOGUE salon, pieces from the VOGUE Collection are presented this year.”
- Christiane Arp, Chief Editor VOGUE
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36 CUSTOMER TOUCHPOINTS
Your product - 360° staged by VOGUE. Co-branding and recommendation character by VOGUE on all VOGUE channels:
1/1 or 2/1 page in VOGUE Online advertorial on vogue.de Insta-Story Read @voguegermany Co-branding through visual merchandise at the PoS
Industry exclusive presence per issue
Design and layout in the VOGUE look and feel Design of the POS material by VOGUE
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37 BEST CASES BEST CASES
Louis Vuitton Barbie Comma
Ralph Lauren Dyson YSL Beauty
39 BEST CASES Branded Content Video BEST-CASE: LOUIS VUITTON Stefanie Giesinger (3.8 mio. follower) shows the new interpretation of the LOUIS VUITTON pieces on the streets of Paris in direct visual connection to her handmade work in the Atelier Asnières. Bild Heritage combined with street style, accentuated with special sound design.
CHANNELS Website, YouTube, Instagram, Facebook
40 PERFORMANCE Video views: 229% vs. goals after half of the campaign period Average playback time: 73%.
360° BEST CASE: COMMA
Fashion Promotion „styled by VOGUE“ with 360° Touchpoints
● Capsule Collection – selected by VOGUE ● styled and produced by VOGUE ● VOGUE photo shooting ● Presented as advertorial print & digital ● Making-of video of photo shootings for digital channels ● VOGUE co-branding at the PoS and E-Commerce ● Recommendation buttons on products in the online-shop
Bild
41 360° BEST CASE: BARBIE
Custom Journalism on the occasion of Barbie´s 60th anniversary ● Sponsoring special print supplement„What‘s next“ ● Digital special „Female Empowerment“ ● 5-pages promotion, produced by VOGUE ● Social media ads as teaser-campaign
Brand Partner @VOGUE Fashion Party ● Barbie branding and photobox @ VOGUE Fashion Party ● Influencer cooperation with VOGUE Community Bild einfügen ● Print & digital media campaign Bild
42 COMMERCIAL MOMENTS
monthly all year
VOGUE Podcast all year
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
Promotion with POS connection
43