Elle Media Information

MEDIA
INFORMATION
2014
GLOBAL POWER BRAND
ELLE is the world’s biggest-selling fashion
magazine brand. It is THE international authority
on style with 44 print editions worldwide and
37 websites. Launched in Paris in 1945, ELLE
has unparalleled access to world-renowned
designers, celebrities, models, photographers and
stylists. Sexy, stylish and spirited ELLE was the
first to inspire readers to celebrate their
individuality and create their own style
ELL
E
UK
ELLE 360
British ELLE is the only luxury magazine brand to have a fully
integrated editorial team producing content across all brand
platforms. Matching appropriate content on the appropriate
platform; giving the reader, user, follower, fan what she needs,
when she needs it, how she needs it. For women who love
fashion by women who love fashion. Putting the reader at the
centre. Inspiring customer connection and interaction.
Brand repositioning ‘a defining moment for the
brand, a game changer’ SUPERDRY CEO JAMES HOLDER
1,963 average likes per post
310K FOLLOWERS
27K FOLLOWERS
23 average comments per post
DIRECT RESPONSE
Promotions
822K
Inserts
READERS
EVERY MONTH
Special partnerships
BRAND EDUCATION
1.5M VIEWS
Display
Paper tech
Biggest UK glossy
On average, each ELLE
tweet is retweeted 7 times
UP 307% YOY
UP 52% YOY
COPIES SOLD
ADVERTISING
#ELLEUK had a Twitter
reach of 235M in the
last 30 days
35K daily likes/share/comments
177K
BRAND AWARENESS
689K FOLLOWERS
3.7M LIKES
21M READERS
6.6M COPIES SOLD
88 COUNTRIES
44 INTERNATIONAL EDITIONS
#1 SUPPLIER OF CONTENT TO THE ELLE NETWORK
MORE FASHION THAN ANY OTHER MONTHLY
EDITORIAL
MAGAZINE
1.2M clicks on posts a week
Adding 13K fans a day
Print and digital
SOCIAL
LICENSING
CAMPAIGNS
EVENT
BBC, The Guardian,
The Telegraph, The Times,
Creative Review, Huffington Post
ELLE EDITS
READER EVENTS
READER OFFERS
MARKET FIRSTS
ELLE LOVES
EXCLUSIVES
POWER & INFLUENCE OF
Twitter reach
PRESS
Proven sales
uplift in ATV:
River Island Gift card
+£17 instore
+£39 online
DATA
#ELLEfeminism
83.8M
PRODUCT LAUNCHES
GIFT CARDS
NEWSLETTER
188K
RESEARCH PANEL
9K
In-store
RETAIL
PARTNERSHIP
BRANDING
ENGAGEMENT
E-COMMERCE
Average
engagement rate
on rich media
between 1 to 10%
ELLE
COLLECTIONS
HOROSCOPE
ELLE
SHOP
Biannual print
& digital edition
ADVERTISING
APPS
TUMBLR BLOG
30%
139%
YOY
YOY
MOBILE
TABLET
DESKTOP
12% OF TOTAL AUDIENCE
550K
THE ELLE EDIT
DIGITAL
SPECIAL
EDITIONS
YOY
30% OF TOTAL AUDIENCE
BEAUTY ECOMMERCE
See it › love it › shop it › share it
MANDARIN GUIDE
DIGITAL
108%
#ELLEFASHIONCUPBOARD
had a Twitter reach of 35M in
the last 30 days
58% OF TOTAL AUDIENCE
UNIQUE USERS EVERY MONTH
ELLE IN
IBIZA
#ELLEFASHIONCUPBOARD
& #ELLEBEAUTYCUPBOARD
EVENTS
THIS IS
LONDON
5.5M
PAGE IMPRESSIONS EVERY MONTH
Sources: Digital; Google Analytics Oct 2012 – Oct 2013. Social; Twitter, Facebook stats from analytics Oct 2012 v 2013. Events sysmomos map tool for Twitter reach. Print; ABC/NRS Jun 12 - Jul 13
ELLE STYLE
AWARDS
FRESHERS
FAIR
FEB
SEPT
8K FOOTFALL
£30M
PR VALUE
63.3M
Twitter reach
LONDON
FASHION
WEEKEND
FEB
30K FOOTFALL
1.1M Twitter reach
CLOTHES
SHOW
DEC
130K FOOTFALL
ELLE UK and #LFWend
GRADUATE
FASHION
WEEK
JUNE
10K FOOTFALL
Urban, educated and
affluent
Knowledge is her
social currency, she
looks to ELLE to keep
her a step ahead
Loyal to her
favourite magazine
#ELLEUK
An opinion
former; a word
of mouth
champion
THE ELLE360
AUDIENCE
The ELLE woman is
style, fashion and
beauty obsessed
Actively seeking out
new style content
Social;
participating
and sharing
like never
before
Upmarket readership; 34% AB Profile, 64% ABC1 Profile
Urban and eduated; 85% live in a town or city, 86% of ELLE readers are educated to A’Level or above
High spenders; ELLE readers spent £919m on clothes and accessories, £1 in every £16 spent in the UK, 49% more than the average woman and £216m
on cosmetics and toiletries, £1 in every £19 spent in the UK
A social influencer; 174k ELLE readers create their own blog and are 96k WOM champions for clothes and accessories (higher than Vogue)
#ELLE FASHION CUPBOARD LIVE
5FT & 8FT
WINDOW BAYS
NEW MOBILE WITH LIVE
SHOWROOM
LIVE STREAM CAMERA
BACKSTAGE
New multi-platform space at the heart of ELLE office
Prime window space for fashion + beauty brands
Unique interaction with our fashion, style and beauty obsessed audience via digital and social
New commercial opportunities for brands
IN-MAG CRTEATIVE
NEWSLETTER
PRINT
•
Producing a dedicated 8-page
flick-overexecution, incorporating
a bespokeshoot and extremely
high quality creative values
SOCIAL CAMPAIGN
• Supporting social media activity drives users to the online content hub
– spiking with a re-tweet from model Cara Delevingne delivering 1,000 UU
to the hub
Facebook activity; 1660 likes
Bespoke newsletter
to dive to the content
hub
CHANEL COCO
MADEMOISELLE
IN ORDER TO ALIGN CHANEL COCO
MADEMOISELLE WITH FASHION
ELLE CREATE BESPOKE EDITORIAL
ACROSS BOTH PRINT AND DIGITAL
DIGITAL
• Interactive content hub hosted on
ELLEuk.com showcasing backstage
‘moments’ from the shows, models
names to know and a seasonal catwalk
report
•
Supporting traffic drivers included 2
weeks channel takeovers delivering
310,000 PI
•
9,204 UU to the hub
•
14,703 PI of the hub
•
Average dwell time 3.23 minutes
•
Most popular content channel:
Backstage Moments
IN-MAG CREATIVE
IN-MAG MECHANIC
COMPETITION
PRINT
Producing a dedicated 8-page
flick-overexecution, incorporating
a bespoke shoot and extremely
high quality creative values
• Levi’s and ELLE
collaborated to offer
users the chance
to win £501 to spend
at Levi’s or one
of 10 pairs of Colour
non-denim jeans
hosted @elleuk.com
MULTI-PLATFORM
COMPETITION
• 6121 entries
• 2453 opt-ins
• 40% opt-in rate
SOCIAL CAMPAIGN
• Each social platform
shared the content and
assets to support the
campaign
LEVI’S 501
In partnership with Levi’s ELLE
created an exciting, original and
engaging campaign to raise
awareness of the new 501s
(coloured chinos in 5 colours)
and demonstrate the styling
versatility of the range
CAMPAIGN
HIGHLIGHTS
• 360° media first • Truly innovative use of
paper, tablet and
digital technology
• Exceptionally high
engagement and
response rates
DIGITAL
• Extensive PR support
• Client extremely
pleased with the
campaign and results ,
ensuring pick up from
key retail partners
5.5% - significantly
above industry
WEB HUB ON ELEUK.COM
• Levi’s ran a one week takeover on
ELLEuk.com/fashion driving to the
#501 Global Gallery, delivering
126,000 page impressions
• The takeover included an interactive
flip book in the HPU ad unit.
• Engagement with interactive flip book
and takeover was way above industry
averages – over 2,600 interactions
and a dwell time of over 47 seconds.
INTERACTIVE TABLET
TABLET
• The magazine flip book
was enhanced for the
tablet with the creation
of an interactive
‘swipable’ flip book
• Over 100 outfit
combinations were
possible, and the
execution offered user
initiated pop up product
info and a tap to buy
e-commerce facility
• The execution had an
extremely strong
click-though rate of
5.5% - significantly
above industry averages
PRINT
• Series of promotions to
support Cointreau activity
through the year; The ELLE
Style Awards, Cointreau Fizz
Garden Party, etc
• Cointreau branded display ads
• Editorial coverage on the
bursary prize and Simone
Rocha’s journey
• ELLE has championed Simone
Rocha within the fashion pages
SOCIAL CAMPAIGN
• Each social platform
shared the content and
assets to support the
campaign
CAMPAIGN HIGHLIGHTS
& RESULTS TO DATE
• Display TKO delivered 167,000
PI per week
• Hub results to date: Over 57,000 UU
and 93,000 PI
• Hub dwell time 1 minute 55
seconds; peaked at 2 minutes
3 seconds
COINTREAU
In partnership with COINTREAU,
ELLE selected a designer, Simone Rocha
to receive a £100,000 bursary. The
campaign CONNECTS with a FASHION
FORWARD audience across all the ELLE touch
points; online, social and print-ELLE 360
It positions COINTREAU as an ENABLER
BRAND and creates an emotional
connection with the ELLE AUDIENCE
First ELLE 360 campaign
with editorial integration
ADDITIONAL ELEMENTS
• Sponsored ELLE Sessions
in May 2013
• ELLE has posted 107 social
posts to support campaign
• On average each Facebook post
has received 300 likes
• Campaign Twitter reach
is over 75 million
MOBILE
• Competitions 50,000 entries to
date with 16% third party opt in
• Hub optimised
for mobile
• 90% of all traffic to hub driven by
editorial
• Mobile TKO
throughout
campaign to
push to mobile
optimised hub
• 9.3% rate-of-sale growthin the
on-trade (CGA Brand Index 30/11/13)
Various competitions run on
ELLEuk.com throughout the
campaign period and also on
Handbag.com and
Cosmopolitian.co.uk
• Cointreau supplied drinks at
ELLE Style Awards
• Mobile TKO on average delivered
170,000 PI per week
• 285,000 new Cointreau drinkers
(TGI Q3 2013)
COMPETITIONS
• Cointreau Prive event
hosted and art directed by
Simone Rocha
• Simone Rocha to design
limited edition Cointreau bottle
• Pop up Cointreau bar in ELLE
fashion cupboard
• Interview with Simone at the
end of the campaign in the
#ELLEFASHIONCUPBOARD
ELLE: CREATE
PORTFOLIO
SUPERDRY
COACH
RIVER ISLAND
L’OREAL PROFESSIONNEL
NEXT
AMAZON
NARS
ALDO
ADVERTISING
MAGAZINE RATES
DOUBLE PAGE SPREAD
SINGLE PAGE
IFC
£123,000
OBC
£86,200
1st
£92,600
IBC
£41,350
2nd
£84,000
Facing Contents
£41,350
3rd
£80,850
Facing Editor’s letter
£40,200
4th
£78,600
Facing Contributors
£38,650
5th
£76,400
Style opener
£36,850
6th-10th
£73,500
First 3rd RH
£33,050
Pre Style
£70,200
First 3rd LH
£31,950
Within Style Section
£62,850
Pre-well/relevant RH
£24,650
First 3rd
£60,750
Pre-well/relevant LH
£22,900
Pre Well/Relevant
£43,550
Standard SP/ROM
£16,550
Standard DPS
£31,500
Promotions +40% and production
ADVERTISING
RATES
STANDARD FORMATS: PER ‘000
TAKEOVERS
Leaderboard
£45
Homepage takeover (per week)
MPU
£55
Premium channel takeover (pre week) £40,000
HPU
£65
HPU rollback
Expandable Formats
£45,000
£105
£2 surchage
SPONSORSHIP
Sponsored weekly newsletter
£10,000
Solus email sponsorship
£12,000
Advertorials and content hubs
POA
e l le
COLLECTIONS
&
WEDDING
ADVERTISING RATES
POSITION
IFC
£35,000
OBC
£15,500
DPS (pre fashion opener)
£20,000
DPS (front half)
£15,000
SP (Contents/Editor’s letter) £10,500
SP (front half)
£8,500
SP (run of magazine)
£5,000