Client: Johnston & Murphy
Timing: March 2013
At the beginning of 2013, Esquire forged a strong partnership with the newly created male branch of the Style Coalition, a network of proven lifestyle influencers. The male division of the Style Coalition is made up of 20+ global influencers who bring in 3MM+ page views per month across their respective blog and social media sites. Esquire works closely with its brand clients to create custom blogger content across a variety of topics and execution needs including blog and social posts, original video and photography, contests and product giveaways. The custom-created content is licensed to the brand for additional use such as an in-book advertorial or custom units on Esquire.com.
Johnston & MurphyIn March 2013, Esquire’s partnership with the Style Coalition officially launched with Johnston & Murphy’s “A Kick of Color” campaign, featuring a series of branded content created by four of Style Coalition’s influential men’s lifestyle bloggers: Style Girlfriend, Scout Sixteen, Trend Styled and TSBMen. A total of fifteen posts were published throughout the two-month duration of the campaign - each post appeared on each bloggers’ site and social networks as well as on JohnstonMurphy.com. Posts included original Johnston & Murphy photography as well as product contests and giveaways. The social influence and reach provided by the program made this partnership a huge success for Johnston & Murphy - so much so that the brand will be executing another blogger initiative in fall/winter 2013.
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