Toni & Guy: BLOGGED & BOUND

Credits & Description:

Category: Publications & Business Communications
Advertiser: UNILEVER AUSTRALIA
Product/Service: TONI&GUY
Agency: JWT SYDNEY
Executive Creative Director: Angus Hennah (JWT Sydney)
Executive Creative Director: Mark Harricks (JWT Sydney)
National Creative Director - Digital/Direct: Ashadi Hopper (JWT Sydney)
Senior Art Director: Daniella Adam (JWT Sydney)
Writer: Tahlia Calvisi (JWT Sydney)
Director/Editor: Jesse James Mcelroy (JWT Sydney)
Senior Account Director: Milly Hall (JWT Sydney)
Account Director: Sarah Pritchard (JWT Sydney)
Account Manager: Nicole Conway (JWT Sydney)
Head Of Broadcast: Damien Whitney (JWT Sydney)
Producer: Vicky Rhedey (JWT Sydney)
Photographer: Taek Yang (JWT Sydney)
Assistant Writer: Julia Spencer (JWT Sydney)
Assistant Art Director: Delia Mennell (JWT Sydney)
Chief Marketing Officer: Peter Boone (Unilever Australia)
Marketing Manager Haircare: George O’Neil (Unilever Australia)
Marketing Specialist: Candice Fernandez (Unilever Australia)
Marketing Specialist: Radek Strzelecki (Unilever Australia)
Director: Elise Garland (Elise Garland Public Relations)
Digital Director: Josie Brown (JWT Sydney)
Media placement: Direct Mailing - Distributed To Bloggers - 20 April 2012
Media placement: Internet Film (:30 Pre-Roll) - Online (TheVine.com.au) - 25 April 2012
Media placement: AVANT Card Distribution - Cafes - 25 April - May 15th 2012
Media placement: Direct Mailing - Fashion Boutiques - 27 April 2012
Media placement: Direct Mailing - Fashion Media (Individual Recipients) - 27 April 2012
Media placement: Direct Mailing - TONI & GUY Salons - 30 April 2012
Describe the brief from the client
When it comes to fashion TONI & GUY is a brand that believes your style is more than just your clothes. As a salon brand with a rich fashion heritage, TONI & GUY enables consumers to create hairstyles that compliment their fashion sensibilities. We call this 'Hair Meet Wardrobe'.
To launch its Hair Meet Wardrobe positioning to Australian consumers, TONI & GUY wanted to go beyond mainstream fashion media and recruit fashion influentials, who could help spread the brand's message.
Describe the challenges and key objectives
To assert TONI & GUY’s fashion credentials, we needed a strategy that reflected the changing behaviours and attitudes of today’s consumer; who were shifting from magazines to online, to find inspiration and stay abreast of fashion trends. With this shift came the rise of the fashion blogger.
Fashion bloggers have amassed a dedicated following; a discerning audience that values authenticity while seeking style inspiration. With their reach now on-par with traditional media, the influence of these bloggers was undeniable.
We knew that in order to engage a consumer with our brand, establishing an ongoing relationship with the blogging community was a key objective.
Describe how you arrived at the final design
Despite how far blogging has come, everyone still aspires to be published in something tangible. Being published in something physical is both a personal and public achievement; like a trophy, it's a sign that you've 'made it'. With this in mind, 'Blogged & Bound' had to look like a premium publication as it was being distributed to TONI & GUY salons, fashion boutiques and cafes in fashion districts.
Augmenting the book are 20 accompanying films accessed by QR Code. Each film explore the bloggers’ rituals and takes the viewer on a journey through their fashion inspiration. Bloggers offer their perspective on fashion while describing the role their hair plays in achieving an overall look.
Give some indication of how successful the outcome was in the market
Blogged & Bound successfully recruited 20 of Australia's most influential Fashion bloggers, with TONI & GUY now reaching in excess of 500,000 unique viewers a month, through our network of bloggers. Content from the book, including the photography, interview text and films has been extensively shared well beyond our network of bloggers. Requests for copies of the book have been in high demand.