The Jump Start Your Day campaign, which will run across all Net-A-Porter.com’s retail and editorial platforms for three weeks from Tuesday September 29, is designed to encourage Net-A-Porter’s millions of beauty customers to engage with Elizabeth Arden’s new Superstart Skin Renewal Booster in fun and shareable ways.
Rather than using traditional display creative, the Net-A-Porter Group’s Creative Solutions team worked with the brand to create 15 multi-lingual, inspirational, punchy bespoke daily creatives inspired by Instagram’s most shared content. The creative will be refreshed on Net-A-Porter every morning for three weeks between 9am to midday and are made up of mood-boosting images including stylish health and beauty shots, empowering quotes and breath-taking vistas.
The co-branded daily ‘boosts’ are designed in a format and style that can be easily shared across social network platforms. They also act as traditional ad units by pushing potential customers to a bespoke Elizabeth Arden content hub where they can share content and discover more about the benefits of Superstart booster, which is designed to enhance skin’s natural ability to renew and boost the effectiveness of other skincare products.
The daily campaign will be supported by a three week-long takeover of the Net-A-Porter shopping app, Net-A-Porter’s ecommerce platform, The Netset and complemented by a series of three native advertising features to be published in Net-A-Porter’s weekly digital fashion magazine, The Edit.
The high visibility campaign, which will be seen by Net-A-Porter’s six million customers, reinforces Net-A-Porter’s reputation as a world leader in ecommerce and content and the online go-to destination for beauty, says the company.
Tess Macleod-Smith, Vice President of The Net-A-Porter Group’s Publishing and Media Division says: “We are delighted to be partnering with the beauty super brand, Elizabeth Arden. By taking the lead from social media, we have created a campaign that will inspire our customers to engage with Elizabeth Arden’s Superstart Skin Renewal Booster in innovative ways. The daily content boosts on Net-A-Porter will create brand story and impact for all who visit the site during the campaign and are prime examples of Net-A-Porter Group’s expertise in fusing content and ecommerce with unrivalled world-class editorial.”
Kara Langan, Senior Vice President, Global Marketing for Elizabeth Arden says: “Working with Net-A-Porter is the perfect partnership to help us launch Superstart. This innovative program will educate both Elizabeth Arden and Net-A-Porter consumers on this breakthrough new step in the beauty regimen in a unique and engaging digital platform. We’re excited to help women around the world boost not only their days, but also the results of their skincare routines.”
