Engaging with the Fashion Bloggers

Aurelia Noel – Head of Marketing Urban Outfitters

Identify Them

Audience and Market

• Get your approval criteria based on:– What audience?– Language?– What market? (niche fashion vs high street)– What are your objectives?

• Remember bloggers aren’t like any other performance led channel, they want to retain authenticity.

• Brand stickiness is key

Impact

Amplificate

The virtuous circle

• Give bloggers the chance to see your products• Give them content they can reuse• Treat them as pro• Provoke interaction• Respect their authenticity and freedom of

speech

Engage

• Reciprocal relationship• Reply promptly to request / questions• Keep them up to date on your stories• Use social media• Fuel on their passion for fashion• Ask them to participate

Beyond CPA

Summary

• Identify and Listen• Define clear objectives• Agree on KPIs• Don’t wait for them to sign up• Participate• Go beyond CPA• Give them loads of TLC (to get you have to give)

• THANK YOU