The heart of marketing: Why social purpose needs to drive brand communications

The August 12 webinar “Marketing Re-imagined: A New Global Purpose” kicked off with an attendee poll: Will consumers be more judgmental of brand behaviour in 2021 vs. 2019? A resounding 93 per cer cent replied “yes.”

Jacqueline Loch, SJC’s EVP of Customer Innovation (and past chair of The Content Council), moderated the live conversation from Canada with leaders from marketing and content agencies in three other countries: Munni Trivedi, Co-Founder of Magenta in Mumbai, Andy Seibert, Managing Partner of Imprint in New York and Martin MacConnol, Executive Chairman of Wardour in London.

Offering a global perspective, the webinar considered whether we live in a time in which brands need to show more heart (more empathy, compassion and understanding) in their marketing. And if so, what are the risks and opportunities?

Factors influencing the need for more heart in marketing:

An increase in public activism
Black LIves Matter (BLM) is a primary example. The death of George Floyd in the U.S. sparked outrage in countries around the world. Citizens are concerned about big issues affecting humanity and want to know where brands stand.

Economic hardship
We are in the wake of an economic decline and we’re not sure yet how steep it will be. A lot of people are hurting – physically, emotionally – and financially. They need to feel understood and supported.

Pressure from regulators, investors and governing bodies
They all are pushing for companies to behave more responsibly and with more purpose. Covid-19 has in fact accelerated this momentum of thinking beyond profit and bottom line.

Consumers’ constant access to information
Society is more connected than ever. Consumers are scanning social channels and researching companies from the palms of their hands.

As a result of these factors, we are seeing an increased need, and demand, for social purpose from brands. “Brands that ignore reality and the public mood do so at their peril,” said MacConnol.

How brands should incorporate social purpose in their messaging

Focus on what will help and be of value to your customers. Show you understand their challenges. Offer insights that solve customer needs rather than just selling products. Think long-term. How is your business innovating to make life work in a Covid-19 world?

“Bringing heart into communications can dovetail with business goals,” said Seibert. If companies infuse their brand with a genuine sense of a purpose, and step back from product sales, ironically sales will likely go up.

Choose a cause that’s connected to your brand. Social purpose and social stance are two different things. While every brand will have a social purpose, a brand can’t take a stand on every issue or it won’t be genuine.

Here are six international examples of brands getting it right with an appropriate mix of empathy and action. (Or as Seibert refers to it, of “heart and hand.”)

While the pandemic and a rise in social consciousness are touching every corner of the globe, there are regional differences for brands to consider.

Trivedi provided the example of Hindustan Unilever, which recently rebranded its indigenous skin whitening range Fair & Lovely to Glow & Lovely. The brand faced some backlash when several Bollywood celebrities, who had been the (fair) faces of Fair & Lovely, were vocal about BLM. “The reality is BLM has very little purchase power in India,” says Trivedi. “The country has plenty of its own inequalities to contend with. There’s a long way to go.”

Regardless of country or industry, the three panellists agreed that companies are faced with a new common purpose. A distinctive and genuine concern for humanity needs to be woven into every business strategy and the resulting marketing actions.

To watch a recording of the webinar, click here.

Also check out: A time for brands to be human.

 

How Covid-19 is affecting 2020 marketing trends: 14 takeaways for brands

The pandemic continues to have ripping effects on consumer behaviours. To help brands navigate their Covid-19 marketing strategies, we followed up with our subject-matter experts for an update on their 2020 trend predictions made (way back) in January. How have they held up?

We found a common and interesting theme. While the world is very different, the relevance of the predictions remains. In many cases, the effects of the pandemic have accelerated the trends and brands have been forced to quickly adapt to keep up with changing consumer habits and expectations.

Here is an overview of the multi-platform trends so you can focus on the ones most applicable to you and your brand. We follow with each expert’s explanation of how the pandemic is affecting that trend. The resulting takeaways can help guide your Covid-19 content and marketing strategy for the remainder of this extraordinary year, and beyond.

Themes

  • Authenticity
  • Sustainability
  • Brand Values

Platforms

  • Voice Search
  • Digital
  • Ecommerce
  • Omnichannel
  • Podcasts
  • Books
  • Magazines
  • Digital Print
  • Package Design

 

Authenticity

January 2020 Prediction
We will see rising value in quality and authenticity, driven by the ever-growing attention being paid to fraud and privacy.
– Duncan Clark, VP Strategy, SJC Media and Publisher, Ottawa Magazine

The Pandemic Effect
With four months to observe and reflect on people’s communication patterns, the trend towards quality and authenticity is even more relevant now – because, maybe more than ever, quality content can mean the difference between life and death. But also, because the conversation about privacy has never been more complicated. Citizens in jurisdictions all over the world are being asked to share their whereabouts and medical histories as a means to protect the whole – and are naturally and fairly asking questions about the safety and necessity of that information, where it’s stored, and how it will be used.

Takeaway for Brands
The increasing prevalence of data collection is accelerating the public’s questions and interest in privacy. Consumers are relying on quality content from authentic sources they can trust.

 

January 2020 Prediction
For brands that market to women, I think we’re ushering in a new era of authenticity and telling it like it is. No more being coy about the confusions and challenges of women’s lives by talking around it, or showing air-brushed, sanitized versions of life. No more assuming that only white, cisgender, thin, straight women buy your products.
– Sasha Emmons, Director of Lifestyle Content, FLARE, Today’s Parent and Chatelaine

The Pandemic Effect
Many things have changed since the Covid-19 pandemic hit, and more recently, since anti-racism protests have spread around the globe. But I think the trend of authenticity is more relevant than ever. It still behooves brands to be transparent and true to the lived experiences of their customers.

Takeaway for Brands
It will be tricky to get it right. Brands with a track record of not walking the walk will be called out by customers and staff, and should expect being held to account on social media. For instance, Ben and Jerry’s bold public statement about dismantling white supremacy rings true because of their long-standing and vocal commitment to social justice.

 

Sustainability

January 2020 Prediction
We will see more and more brands developing holistic strategies around sustainability efforts. Marketing will be focused around communicating stronger values and supporting recycling, reusing, refilling and reselling.
– Sylvie Lamont, VP Creative, SJC Content

The Pandemic Effect
Plastics are indispensable during a pandemic (masks, gloves, gowns and disposable bags). Covid-19 will bring more attention to plastic pollution.

Takeaway for Brands
As companies have lifted their decisions to ban plastic bags and other single-use plastics, it will become even more evident for consumers to make choices that lead to a cleaner and sustainable future. Shopping at bulk stores or shops with refill models, purchasing reusable masks and the need for reusable shopping bags has increased. Cooking tips to help reduce waste and DIY projects will resonate more with customers as we look to create a healthier future through the principle of reduce, reuse and recycle.

 

Relatable Brand Values

January 2020 Prediction
To cut through the massive volume of messages vying for our attention, above all it will be important to understand the motivators for each generation when making choices about the brands they surround themselves with. Defining our identity is an ongoing exercise for humans. Content, storytelling and brands are key to this exercise.
–  Nadine Silverthorne, Director, Branded Content, Audience & Events

The Pandemic Effect
I believe that in light of current circumstances, brands whose values align with individual or collective identities matter even more. With the news changing by the minute, most of us are looking for information that leads to a better understanding of the world and our place in it. Canadians are seeking information on how to plan our day to day, and our long-term future based on real issues. Many of us are hoping to see ourselves, our joys and our struggles within our pages and online.

Takeaway for Brands,
As content brands we now have a deeper obligation to tell difficult stories, to cast our research net wider, to question how we tell those narratives, but I know we are up to the task.

 

Voice search in a touchless society

January 2020 Prediction
There will be an increase in content creation for search in 2020.
– Jacqueline Loch, VP Client Innovation, SJC Content

The Pandemic Effect
The Covid-19 pandemic has sparked an accelerated rise in the adoption and usage of voice-activated devices in homes, specifically in the cooking at home and recipe category as well as in the health category with Covid-related health queries.

Takeaway for Brands
Consider content that is based on semantic search queries. Creating custom branded voice scripts for Amazon Alexa and Google Home that drive to e-commerce will quickly become the norm. As voice-enabled devices shift from voice only to voice and digital screen, marketers will have the opportunity to layer in interactive video with rich content such as product demos, buying guides and tutorials that will all drive to e-commerce conversion.

 

Personalized digital experiences

January 2020 Prediction
With the growing number of Gen Z consumers (loosely, people born from 1995 to 2010), we must develop content that reflects their interests and media consumption habits. We need to make the experience of viewing content a personalized, rewarding and valuable one. We need to make sure they feel that if they chose to engage with your content, they feel they are winning out on that value exchange.
– Dave Dolejsi, AVP Content Strategy, SJC Content

The Pandemic Effect
The strategy behind relevant content delivered through digital channels has never been more important. Where we saw a movement towards e-comm adoption and digital experiences back in January – we now have seen an acceleration of the timetable. Where we saw a slow and, in some cases, reluctant, adoption of digital from groups other than Gen Z, we now see mass adoption out of necessity, a desire for interesting digital experiences to replace the physical ones we temporarily can’t enjoy.

Takeaway for Brands
Big ticket items we traditionally needed to see and touch in person (appliances, cars etc.), now need to somehow be communicated and experienced through digital devices. As such, new content, from Augmented Reality and 360 photography to interactive mobile and video programs, are now more critical to the path to purchase than we dreamed they would be so soon.

 

January 2020 Prediction 
The focus will be on creating meaningful highly-personalized content, a quality over quantity approach, targeting niche audiences on niche platforms will continue to evolve. – Amanda Eaton, Content Director, SJC Content

The Pandemic Effect
Now more than ever, brands need to adapt to the current situation by finding ways to stay connected to their customer base. Navigating this “new normal” has pushed retailers into rethinking how they are doing business, and in some cases has forced them to find new and creative ways to narrow their focus, buff up the e-comm experience, and personalize communications and services.

Takeaway for Brands
During this crisis, not only is it important to have a digital plan in place but it also means humanizing that digital experience. The upside is that there is opportunity in this climate to test innovative approaches to customer care and digital platforms that may have been too high risk before.

 

Content that converts to e-commerce

January 2020 Prediction
The role of content is quickly expanding from its top-of-funnel role of inspiration and engagement to a deeper role of driving e-commerce conversion. The demand for mobile-first shoppable content will increase the amount of content required by marketers well beyond the traditional marketing ecosystem.
– Jacqueline Loch, VP Client Innovation, SJC Content

The Pandemic Effect
Today’s retail landscape is rapidly changing with an increased digital transformation that has been accelerated by the onset of the Covid-19 pandemic. The competitive set has expanded to include many new digital-first entrants and platforms and direct-to-consumer sales by brands is on the rise. Social platforms are now shoppable with in-app commerce, and the growth of content required for e-commerce platforms such as Amazon and Shopify and retail DTC e-commerce sites will fuel the need for a high volume of content to guide the customer experience to sales conversion.

Takeaway for Brands
With the upcoming launch of 5G mobile networks and 5G-enabled mobile devices, the mobile wallet will take over as the e-commerce platform of choice. Brands will take on the role of content always-on publisher across channels and will require a content strategy that includes content built for e-commerce conversion.

 

Omnichannel marketing

January 2020 Prediction
Omnichannel marketing is a content vampire and requires a high volume of content produced to align with an agile content strategy. Retailers and brands will struggle to evolve in-house marketing teams and in-house e-commerce content on-boarding needs to meet the demand for the increased amount of content required. In addition, we will continue to see marketing budgets shift from a variety of marketing channels into content to meet the consumer expectation for real-time content, access to product information and frictionless purchase via e-commerce.
– Jacqueline Loch, VP Client Innovation, SJC Content

The Pandemic Effect
Since the start of the Covid-19 era, consumers have accelerated the shift to mobile and digital showrooming with an increase in demand for omnichannel content that is required to drive e-commerce sales conversion.

Takeaway for Brands
Retailers need to produce a high volume of content that is required for their Covid-19 marketing strategies that spans across channels and meets consumer demands and expectations for always-on commerce.

 

Podcasts

January 2020 Prediction
Podcasts will grow in popularity.
– Douglas Kelly, President, Strategic Content Labs

The Pandemic Effect
Deep engagement never goes out of style. The social isolation around Covid-19 has only increased audience desire for meaningful experiences with content. The platform and much of the content associated with podcasts remains compelling.

Takeaway for Brands
The challenge remains how to monetize podcasts both as either a pure editorial product or content with a marketing-related component.

 

Books

January 2020 Prediction
Publishing formats have entered a more mature phase with the recent double-digit growth in audiobooks creating a mixed market of print books, ebooks and This is learned behaviour that I think is accelerating the public’s interest in privacy – and makes my January take even more relevant now. Publishing strategy will use the format that makes the most sense to the book and reader.
– Alison McGill, Publisher, Quill & Quire

The Pandemic Effect
The mixed publishing formats have become even more relevant to books and to the economic survival of the publishing industry during the pandemic. With the necessity to stay at home, the opportunity for some of us to read more has often meant a return to books and the break from daily stress they can provide. The ability to access books online during the lockdown has made continued revenue possible for many publishers and writers. And some local bookstores have added delivery and curbside pick-up options. Local stores have become a way for people to get the items they want quickly and also a way for people to support their neighbourhood businesses.

The Frankfurt Book Fair, like so many international conferences, is undergoing an evolution planning a hybrid event of in-person and virtual attendance. This innovation may also have potential after the Covid-19 era as a way to facilitate large trade gatherings while also mitigating some of the environmental impact of business travel.

Takeaway for Brands
The trend with books can be applied to Covid-19 content marketing in general; flexibility is key and depending on the content and the audience, we will see a mix of publishing mediums across print, digital and audio.

 

Magazines

January 2020 Prediction
I’m heading into 2020 with a sense of optimism in circulation. We’re starting to see some of the print declines that publishers experienced over the past few years flatten out.
– Allan Yue, Director of Circulation, SJC Media

The Pandemic Effect
As people were forced to stay indoors over the past few months, newsstand sales took a hit and saw some fairly steep declines as a result of store closures and reduced foot traffic. However, subscriptions became even more relevant with people seeking out information about the virus and just looking for different ways to pass the time. As a result, we saw significant growth through our introductory offers across all magazine brands. While the sample size is small, the results have been extremely encouraging and we intend to put additional efforts into the low price/auto renew strategy going forward for new subscribers.

Takeaway for Brands
With some people spending more time indoors (and hence more time to read at their leisure), and all Canadians on the lookout for trusted sources of content, magazines offer an important vehicle for advertisers and brand storytellers to extend their reach.

 

Digital Print

January 2020 Prediction
Digital printing will grow in popularity.
– Andrew Borelli, VP, Operations & Manufacturing, SJC Print

The Pandemic Effect
The Covid-19 pandemic has created an unprecedented drop in consumer and B2B spending. Our clients need to choose the best avenue possible to communicate their messaging. Valuable insights ranging from the importance of engaging and authentic content, personalization benefits from targeted DM campaigns, environmentally sound and sustainable product offerings and accurate market forecasts are relevant now more than ever.

Digital print affords the opportunity to “print less, more often.” Traditional offset print supports large static runs to capitalize on the economies of scale associated with higher volume runs. The problem there, is that you need to stick with the “one time” common messaging of that particular offset run. Digital print provides the client with multiple, short-run messaging opportunities and at an affordable cost due to the low prepress infrastructure. The benefit here is that clients can change the nature of the messaging to cater to the relevance of their changing business needs. This is particularly advantageous now, in our era of Covid-19.

Takeaway for Brands
With print as part of your overall strategy, digital print will give the flexibility to change messaging as frequently as needed, and at a lower price point.

 

Package Design

January 2020 Prediction
As we start off into a new decade with most of the population trying to deal with information overload, a major trend in package design will be simplicity.
– Bryan Raymond, Account Director, SJC Content

The Pandemic Effect
Nothing has forced the shift to online shopping more than our current situation due to Covid-19 and your package design needs to perform on the digital shelf like never before. Browsing the aisles in real life versus online presents its own challenges for how your package design engages consumers, delivers key messages and stimulates impulse purchases. When tackling your next brand design update or launching a new brand into the marketplace you must consider more than just the competitive landscape in-store and how you perform in shelf sets and focus groups.

Takeaway for Brands
Your online presence is key. How does your design perform in the digital space?  What supporting content can you create from your existing packaging assets beyond the standard front/side/back panel shots to help educate the consumer at a glance, show your points of differentiation, features and benefits?  Our fully integrated end-to-end package design solutions can help you get the right message, in the right way, to the right consumer.

Content will lead the transformation of auto retail

At some point over the last five years, our connection to car culture as we have known it has started to shift. Perhaps the experience of buying a car at a dealership has become less inspirational, aspirational and special – and frankly, more of an expensive chore or necessity. More likely however, we have seen consumers look to online resources and word-of-mouth in their car-buying decision-making process.

And while COVID-19 has accelerated the course to full digital retail for a number of businesses, the push for the auto sector to enter the e-commerce world started years ago.

A change in consumer preferences and habits

In a 2015 study by Accenture [1], 10,000 consumers in eight major countries found that 80 per cent of drivers seeking to purchase a new vehicle were using some form of digital technology to research their buying preferences. Nearly two-thirds were initiating the car-buying process online, including consulting social media channels, before entering a dealership.

Additionally, three-quarters of the survey respondents said that if given the opportunity, they would consider making their entire car-buying process online, including financing, price negotiation, back-office paperwork and home delivery. These results speak to a consumer base looking for a new way to make the second biggest purchase in their lives. And that was five years ago.

In May of this year, Google released a study [2] identifying five key trends shaping the auto sector moving forward, including the consumer desire to have the dealer experience closer to home. Here are the activities auto shoppers ranked by preference as good alternatives to a dealer visit:

  1. At-home test drive
  2. Review videos
  3. Digital showroom
  4. Online configurator
  5. VR test drive
  6. Videoconference

While these suggestions make a lot of sense given our current climate – and it’s likely that post-pandemic, shifts in consumer behaviour will persist – dealers and OEMs should think aout the specific kind of content assets that need to be developed to support these activities in market.  What is the purpose of each asset and where, and how, can the consumer interact with it? These are important considerations to create what is needed without overspending.

How content can be used to support the preferences of today’s auto shoppers

Video

Before the pandemic, auto shoppers were turning to YouTube to experience digital test drives, product reviews and feature demos. This practice has become even more important given the current crisis. Brands that want buyers to engage with specific models and initiative specific activities (like arranging a test drive at your home) need to consider highlighting video content of interior overviews, walk arounds, test drives and review videos. Here are examples we have created for our clients.

 

Online brand experiences

Hyundai’s luxury brand Genesis Canada started to test and push a full online brand experience in 2017 and 2018. Offering everything from maintenance pickup, vehicle replacement, detailed digital information on all Genesis vehicles and service offerings as well as a full, online purchase and delivery functionality, SJC created a series of multi-format videos to highlight, promote and convey this high-end, ultra-convenient offering.

In the the years since, Hyundai and a number of original equipment manufacturers (OEMs) have made a push to create more and more video and digital content to assist the consumer in their preliminary research including product videos, walk-arounds, and full 360 interactive views of the exterior and interiors of their vehicle lineup.

 

Interactive 360 photography

If car buyers can’t physically see and sit in the vehicle, content needs to be created to convey that experience in the best possible manner. Fully interactive 360 views of the interior and exteriors of the vehicle is a great execution that truly gives the consumer the opportunity to learn and discover everything they need to understand and appreciate the car.  At any time, users can drill down on a highlighted feature through pop-up video or animated content, without leaving the 360.  Interactive 360s are essential in grabbing and keeping a consumer’s interest. In terms of conversion, consumers can click to other content offerings, arrange a test drive or video conference with a nearby dealer, or even begin the purchase process.

You can also check out a 360 interactive example for Subaru here.

Augmented reality and virtual test drive

While virtual test-drive also made the list of desired consumer experiences, there are a number of ways to go about delivering on it. The most common virtual test drive experience isn’t actually virtual; it is essentially a POV (point of view) video. This is an easy-to-produce asset that does a good job of conveying the functionality of the various features, systems and aesthetics of the driving experience. It is not however, an adequate representation of the actual driving experience and all the momentum, power and feel that goes with it. Nor does it convey how one physically feels in the various seats, the sight lines or the actual function of features like cruise control or switching from automatic to manual.

Augmented reality (AR) is proving to be an invaluable tool to assist in the explanation some of the more advanced technology currently available. Like many OEMs, Mitsubishi has been active producing new electric and hybrid drive vehicles. Though this technology is becoming more common, it can still be complicated to explain in easily understandable visuals to a consumer. To improve this customer experience, SJC created an AR-assisted sales tool. Preloaded onto an iPad, the object-based augmented reality tool is activated by simply pointing it at the vehicle in question. Sales associates and the consumer can then see an overlay of the various drive systems, and interact with each for a better understanding of the function and benefits of each.

 

 

The Road Ahead

Perhaps unlike any time in history, OEMs need to truly remember what it is to be a consumer making a big purchase. Car buyers have reset their expectations around how they wish to research, explore, compare and ultimately arrive at their buying decision. Any digital tactic that can bring confidence to that decision process is of tremendous value.
For any tactic to be effective however, it must be executed with exceptional and affordable content, that goes beyond the flash of a broadcast ad. It’s content that is readily available in the format the individual needs in the moment.

That’s why SJC continues to push the boundaries of exceptional retail experiences for auto.

Sources:

  1. Accenture Newsroom 
  2. Think with Google

A time for brands to be human

By Jacqueline Loch, EVP of Customer Innovation for SJC Content and Chair of The Content Council

This is not business as usual, and we are all in this together, finding our way through uncharted territory, one day at a time.

How you treat your clients as an agency and how brands treat consumers now, will affect how you and your company are perceived when this is over. With impact to consumer mobility, media consumption and how consumers interact with retailers, combined with the likelihood that COVID-19 is a long game, an updated content strategy is a part of doing business in this new economy.

Many of our clients at SJC are consumer brands and national retailers. Here are some of the strategies that we are using to pivot their content marketing plans:

  1. Review your pre-COVID-19 Content Strategy: You don’t want to appear tone-deaf, out-of-touch or disrespectful to your customers. Keep what is still relevant and pull back the rest for when the time is right to distribute.
  2. Flexible is the New Content Strategy: Shift from tactical sales messaging of your priority products and services, to service-driven content that will help your customers now. Focus on service content, on being human and on being helpful. Focus on what matters now and be flexible to adapt next week’s plan, to what matters next week.
  3. Focus on Producing Content for Direct-to-Consumer Channels: Produce new and relevant content for Amazon, owned media, social media posts, live streams and e-newsletter marketing to inform, inspire and educate consumers on all that is available on e-commerce channels.
  4. Listen. Inform. Inspire. Entertain. Help: Focus on social sentiment and key search terms around your products and services. There’s a wealth of consumer-generated digital information that you can use to re-direct your content marketing into something that is relevant and helpful in a meaningful way.
  5. Content Task Force: We are working daily with many of our clients in a COVID-19 content task force capacity. We are using daily video conference calls as check-ins with all stakeholders, from client teams to client and inter-agency teams, working in a collaborative and flexible way like never before.
  6. Be Human, not Corporate: We are all in this together and your brand is about people. Use authentic language and focus on getting the right message out at the right time. Consumers want to know that you are taking care of your own community; how you’re treating your staff and how you are doing your part to be a good corporate citizen

Here are some best-in-class examples of content strategies from two companies that we are proud to call our clients:

Shoppers Drug Mart

  • Shoppers Drug Mart updates its website to share is latest initiatives, including online doctor access.
  • Loblaw puts out a video message from Galen Weston addressing its significant changes at the store level.
  • PC Optimum sends email updates from Galen Weston.

Shoppers Drug Mart COVID response

Sobeys

  • Sobeys communicates its latest measures affecting customers and employees on its website and social platforms, including a letter from its CEO.

Sobeys instragram

An excerpt from The Content Council’s in-depth article, Crisis Marketing 2020: Advice for Content Marketers.

FASHION and Lise Watier Cosmetics announce first-to-market beauty collaboration

FASHION Magazine and Lise Watier Cosmetics have joined forces for a first-of-its-kind multi-platform collaboration to launch the new Lise Watier Haute Nature Fall 2018 beauty collection.

The innovative campaign launches the luxury makeup collection across Canada and includes a 360° multi-platform co-branded content integration created for print, social media, digital, video, and mobile formats. The program centred around a co-branded live beauty shoot that took place in a “secret garden” floral setting, and an exclusive VIP Beauty Influencer event that followed later that evening.

Here’s a look at the FASHION X Lise Watier program elements:

  • Print: an 8-page co-branded beauty feature in the September issue of FASHION and Lise Watier Haute Nature double-page spread brand creative.
  • Video: a 3-part co-branded editorial video series capturing the live shoot, the event and behind-the-scenes; and a series of three how-to videos featuring Lise Watier makeup artist David Vincent recreating the looks from the FASHION shoot.
  • Digital: long-form digital content on fashionmagazine.com.
  • Social Media: beauty shoot and event social media posted on FASHION’s Instagram, Insta-stories, Facebook, Twitter and YouTube channels reaching 2.67 million.
  • Influencer Event: a live event featuring 100+ beauty influencers sampling the Haute Nature Collection and taking part in the live “secret garden beauty shoot” via a series of custom activations designed for the creation of Instagram content moments. Check out the pictures from the event in our studio turned secret garden.

FASHION is proud to partner with Lise Watier on this first-to-market collaboration. Together we have produced a best-in-class co-branded editorial integration and a unique brand experience that is truly a game changer for product launches,” said Jacqueline Loch, VP & Group Publisher, Women’s Brands, St. Joseph Communications. “Through our editorial expertise in luxury and our understanding of engaging our audiences across all platforms, we have created a high quality 360º program with highly engaging content strategy designed to deliver on Lise Watier’s marketing objectives and exceptional ROI.”

The “secret garden” theme for the program was inspired by the Lise Watier Haute Nature collection and was aligned with the brand advertising campaign featuring the Fall 2018 Collection and model in a romantic floral setting.

“Lise Watier Cosmetics has continuously evolved while still holding true to its core values of quality, innovation and diversity,” said François Lafortune, Vice President of Marketing at Groupe Marcelle. “We couldn’t be happier to expand the reach of the brand’s iconic elegance and inspiring innovation through our partnership with FASHION.

Lise Watier has always been dedicated to delivering beauty expertise to women across Canada. The brand’s eponymous founder, Madame Lise Watier, loved demonstrating her innovative products and sharing her creative beauty techniques with women. From her beauty school to her frequent television appearances, Madame Watier was devoted to helping other women find new ways to bring out their best features. Today, through the brand’s association with FASHION, Lise Watier hopes to reach a new audience of Canadian women and enable them to reveal their true beauty.