Client: Johnston & Murphy
Timing: October 2012
Esquire worked with Johnston & Murphy to expand their consumer base to a younger, “edgier” audience. Esquire created a cross media ad campaign around “Setting the New Standard,” to appeal to Esquire’s fashion-aware, “real guy” reader. Esquire spearheaded a custom photo and video shoot, which featured music industry professionals who shared their views on shoes and personal style. This content helped reinforce Johnston & Murphy’s commitment to American heritage and standards.
Digitally, Johnston & Murphy owned the Working sub-channel. Their custom video creative (see Video tab) provided actionable tips to help men with their shopping, offered shareability on social media, and was available for use on Johnston & Murphy’s owned properties. A special tablet enhancement also allowed for shoppable video functionality. In print, “Setting the New Standard” was featured in a custom spread unit in Esquire’s October issue, as well as our integrated supplement, Esquire Working.
Page 1 of 1