Burberry Prorsum “Iconic History: The Luxury Jacket ” Proposal Justin Miller 212.649.3849
Combined Unique Users: 9.2 Million Combined Page Views: 94 Million
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Extend and reinforce the Burberry Prorsum brand across traditional and emerging audiences Capture the emerging fashion conscious audience through eye-catching creative and memorable placements Educate viewers about the history and accessibility of Burberry Prorsum Activate mobile viewers via high-impact units to engage and participate with the Burberry Prorsum brand
Harper’s Bazaar and ELLE present Burberry Prorsum with a two-pronged strategy that will both drive brand awareness and capture the emerging, fashion conscious audience. Through high-impact, eye catching units, Hearst Digital Media will showcase the Burberry Prorsum Fall 2014 Collection across editorial formats that convey the brand’s high-quality history and luxury. In addition, Burberry Prorsum will also be integrated into custom, contextually relevant fashion and culture content across Harper’s Bazaar and ELLE that will explore the brand’s iconic history, as well as the best luxury jackets in the Burberry Prorsum Fall 2014 Collection.
The definitive authority of classic luxury. HarpersBazaar.com is the daily destination for the fashion conscious and beauty obsessed. The site utilizes glossy, highly engaging formats to offer a sophisticated point-of-view that users can count on to make informed choices on fashion, beauty, and a stylish life.
A personal take on modern luxury. ELLE.com is the insider's style guide with a global outlook, delivering fashion, beauty, relationship, style and shopping in an accessible and attainable format. While maintaining ELLE's unique sophisticated tone, ELLE.com presents a behind-the-scenes, how-to world.
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9MM+ combined monthly UVs 9.4MM+ combined monthly page views 48% of visitors are 18-49 and earn $100K+ 48% of visitors have shopped online within the past 6 months 27% give advice to friends on shopping online 73% access the internet via their mobile devices
Source: 2014 comScore//GfK MRI Media + MMx Fusion (02-14/F13)
Custom Program “Iconic History: The Luxury Jacket” The Harper’s Bazaar and ELLE editors will celebrate the Burberry Prorsum brand by highlighting their favorite moments throughout the brand’s iconic history. These moments will be paired alongside high-impact units that will drive user engagement and focus on the luxury jackets of the Burberry Prorsum Fall 2014 Collection. Additionally, Harper’s Bazaar will utilize their exclusive, brand-unique #TheList to chose their favorite Burberry Prorsum jackets from the Fall 2014 Collection. Additionally, the mobile Jacket Shaker ad unit will live on HarpersBazaar.com and ELLE.com and allow users to shake their mobile devices to interact with jackets from the collection. This program will include: • • • •
High-impact, user interactive Luxury Jacket sync unit Glossy Historic Moment XL slideshows #TheList “In the Trenches: Our Favorite Jackets from Burberry Prorsum this Fall” Mobile Jacket Shaker unit
Custom features require a 45-day lead time from receipt of IO. Mocks and content themes are for illustrative purposes only.
Luxury Jacket Sync Unit Harper’s Bazaar.com and ELLE.com will be home to the highlyengaging Luxury Jacket sync unit, which will activate once users interact with the Burberry Prorsum site skins. The unit showcases four jackets from the Fall 2014 Collection and interacts with users, who can roll over each jacket and even continue to US Burberry site.
Custom features require a 45-day lead time from receipt of IO. Mocks and content themes are for illustrative purposes only.
Iconic History: Editorial Showcase XL Slideshows To reinforce the Burberry Prorsum brand and tap into the emerging fashion audiences, Harper’s Bazaar and ELLE will create their own unique slideshows that present their favorite moments within the iconic history of Burberry Prorsum. •
This photographic execution will live as an editorial unit within Harper’s Bazaar and ELLE for strategic sponsorships o o
Harper’s Bazaar: Fashion Channel ELLE: Homepage, Fashion and Culture Channel
#TheList Harper’s Bazaar will also highlight their favorite jackets from the Burberry Prorsum Fall 2014 Collection in their brand exclusive unit, #TheList. Curated by the editors, #theList will showcase the best jackets from the runway. o
Harper’s Bazaar: Homepage and Fashion Channel
Custom features require a 45-day lead time from receipt of IO. Mocks and content themes are for illustrative purposes only.
Mobile Jacket Shaker Unit The Hearst Digital Media Fashion and Luxury collection will create a highimpact mobile unit known as the Jacket Shaker Unit that will live across the Harper’s Bazaar and ELLE mobile sites. The Jacker Shaker Unit will live at the bottom of the mobile sites until activated by the user, and then expand for an engaging experience unique to the Burberry Prorsum brand. • • • •
Small unit board will appear at the bottom of screen The unit board will takeover the mobile page Instructions will tell users to shake their phone to switch jackets ‘Locate Store’ feature will pinpoint nearby Burberry Stores
Custom features require a 45-day lead time from receipt of IO. Mocks and content themes are for illustrative purposes only.
A18-39 9.01.2014 – 11.30.2014 Tier 1:
Tier 2:
$200,000
commitment
$100,000
commitment
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The Luxury Jacket sync unit
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The Luxury Jacket sync unit
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Custom Editorial Content “Iconic History” slideshows– 100% SOV
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Custom Editorial Content “Iconic History” slideshows– 100% SOV
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Fashion, Harper’s Bazaar Homepage and Fashion, ELLE Culture Channel Takeover, ELLE
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#TheList Favorite Jackets of Fall 2014
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Mobile Jacket Shaker Unit
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Contextually Relevant Cross-Platform Media • Fashion Content Targeting • Behavioral Targeting • Mobile/Tablet Web Media
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Fashion, Harper’s Bazaar Homepage and Fashion, ELLE Culture Channel Takeover, ELLE
Contextually Relevant Cross-Platform Media • Fashion Content Targeting • Behavioral Targeting • Mobile/Tablet Web Media
Custom features require a 45-day lead time from receipt of IO. Mocks and content themes are for illustrative purposes only.