Studies

CLIENT: P&G

CAMPAIGN: TRESemmé Fashion Week

Flight: September 10 - November 30, 2009

Focus: MarieClaire.com, HarpersBazaar.com, RealBeauty.com, Cosmopolitan.com, Seventeen.com

OBJECTIVE

• Partner with TRESemmé to distribute their custom video coverage from September 2009's Mercedes Benz Fashion Week

SOLUTION

• HDM custom-created five editorially-integrated gallery hubs, with the TRESemmé videos as the focal point, on participating fashion and beauty sites
  • "Fashion Week" Gallery Hubs on Cosmopolitan.com, HarpersBazaar.com, MarieClaire.com, Seventeen.com and the "Runway to Realway" Gallery Hub on RealBeauty.com gave a home to the branded videos, along with custom skinning on select sites and Mercedes-Benz Fashion Week Photo Flipbooks on MarieClaire.com & Seventeen.com
• Additional video seeding in custom pushdown ad units designed in the likeness of the site it ran on
• Editorially promoted via site navigation bar placements within fashion or beauty channels, homepage promo player placement, blog posts, newsletter mentions, smart tout links, and meta navs
• Social syndication via magazine's YouTube channels, Facebook pages and Twitter updates

EXPERIENCE

• Total video plays exceeded client's performance metrics
• The Designer Spotlight video on Whitney Port generated the most interest amongst users