The challenge: Reaching the youth target group that characteristically avoids traditional media and calling them to action regarding the ELLE Magazine fashion show.
The solution: The real playground of fashion fans is Instagram. Through its fashion show campaign, ELLE addressed this audience on this platform, as well as on Facebook. By photographing the outfits they wore for the Elle Fashion Show and uploading the photos to Instagram with the #ellefashionshowsett hashtag, fans could participate in a contest, as the public voted on the top ten outfits, with the contest jury (the Editor-in-Chief and Fashion Editor of Elle and Zippy) picking the winners from among these.
