The future of branded magazine content for automotive and retail brands

A curation of some inspiring brands’ activity

www. dianasherling.com / dianasherling@yahoo.co.uk

Audi’s digital brochure initiative in 2011

underpinned it’s green initiatives to

reduce printed material by 90%

Audi partnered with Digital Collateral

Leveraging technology that the consumer has (smartphone) they helped close the gap between the moment of inspiration and the moment of action.

QR code on each car model at the Motor Show that was instantly scanable and delivered to their mobile.

Brochure is then added to their online library where the brochure can be transferred to their desktop.

- 2 -

- 3 -

Audi library app

Open ended ipad app that delves into brand history and enable users to explore the R8.

In depth, image heavy the idea is to create more awareness of the Audi brand and better

content in a relaxing way.

Content is presented in a flipboard fashion.

Videos appear intermittently. There is a video that highlights the R8 app with a

IwantAnR8 social campaign and a contest winners to borrow an R8 for the day

Tiffany’s Blue Book

- 4 -

Annual 108 page Tiffany

2014 Blue Book focuses on

colourful gemstones.

DM and digital version with

expanded content for

further detail.

Raises awareness and

maintains the legend

behind the brand.

Tiffany includes quotes by

famous artists, authors,

musicians and provides

inspiration for the gems

Contact information is the

personal shopping service,

store locator and web

address.

2013 book revealed

exclusive excerpts to their

facebook community in a

daily campaign.

Website and ebrochure can

click to order

Things we love @ Frette

Interactive browsing experience connected with its catalogue, ecommerce site

and pinterest board.

360 approach asking consumers to pin their favourite items from the ecommerce

site and submit their link to facebook (includes opt in datacapture for email

newsletter)

Broadens appeal to brand loyalists and consumers who won’t have received the

catalogue to interact with the brand.- 5 -

Hermes 2013 Winter

catalogueCatalogue that tells a

story of anticipation

through narrative and

imagery daily revealed

with facebook and the

unveiled film on Hermes

website.

Facebook fans can

follow the story though

links on facebook where

links to a video on the

home page shares a

new story with a

catalogue.

Uses static content and

digital strategies

combined with story

telling to bring it to life.

Extended existing

content life and reach.

Story continued on

facebook page

- 7 -

Bloomingdales attract a

younger demographic

Use additional pullouts

of postcards, extra

booklets, smartphone to

attract a younger

demographic that would

normally go online.

Therefore don’t

normally receive print

(therefore standout)

Loyalty card members

can earn triple points,

coloured inserts can

give them extra points

Retail content evolution

- 8 -

Commodity commerce

Digital commerce

Emotional commerce

- 9 -

Better understand the emotional triggers of customers to create

better product pages, better purchase process and increase

revenue.

Burberry produces its own

original content

No longer just a fashion

company but a media enterprise

- 10 -

Net-a-porter’s

Porter:

close the path

between

inspiration

and

transactionBi-monthly women’s magazine

launched in Feb 2014

Porter features art, culture, beauty and

travel content alongside global fashion

editorials.

The Porter Woman:

“Is a strong, stylish, intelligent and

adventurous woman of the world”

Separate to The Edit, that spearheaded

content as commerce for luxury fashion- 11 -

Brands as content creators:

Learning to think like publishers creating

original content to earn attention and attract

fans

- 12 -

Acne has had great

success in creating their

own smart, opinionated

editorial content.

- 13 -

Levi’s: content is

advertising While most brands maintain a clear division between branded content and core messaging, Levi’s is an exception.

Levi’s has experimented with transforming its advertising into something more like editorial to have a point of view.

Established through content rich creative workshops of collaborating with people they admired and work with them.

- 14 -

Publishing major trends

- 15 -

Micropublishing Serialisation Multimedia

Vogue’s investment into

farfetch and Vestaire

CollectiveConde Nast invested $20m

into farfetch to make it an

editorial platform.

Editorial content felt to be

used as a replacement for

the instore salesman.

Increasingly value-driven

consumers want to know

the story behind the

product and bring it to life

- 16 -

Non traditional publishers:

content and community belong

together

- 17 -

POSE

User Generated Content

Looks can be bought via 3rd

party retailers without leaving the app

Kaleidoscope

Stylist curated content

Shoppable street-style app content curated by editors sourced from

photographers/bloggers with links

Another Loves

Curated and collaborative content

Retailer catalogues are

making a comeback (Wall

Street Journal)Big retailers are releasing

traditional print catalogues for a

digital age.

Catalogues are perfect for

acquisition

Shift the paradigm to experience

driven websites

Most retailers have moved into

tablet with enriched videos, social

engagement and interactive

experience.

Creates online behaviour - 18 -