Partner Article

Maybelline live streams six fashion shows at LFW

Maybelline partners with British Fashion Council to bring LFW to fashion fans across UK

London, 19th February 2016: Maybelline has partnered with British Fashion Council (BFC) to launch a new multimedia campaign to celebrate this year’s London Fashion Week. The partnership between all agencies involved has been managed by media agency Maxus.

Maybelline will stream six full fashion shows (Felder Felber, Fyodor Golan, Temperley, Osman, Ashish and Xiao Li) from the 2016 Fashion Week on all Maybelline-owned channels, including YouTube. The activity will be supported by a dedicated social media campaign that will drive Maybelline followers to view the content.

The activity will also see Maybelline advertising idents run before and after the British Fashion Council’s daily highlights package.

The highlights package and full streamed fashion shows will be broadcast in key UK cities, including London, Birmingham, Leeds, Liverpool, Manchester and Glasgow, on Ocean Outdoor digital screens.

The campaign, which targets young urban audiences based outside London, aims to bring the excitement of London Fashion Week directly to consumers, while also celebrating Maybelline’s two year sponsorship of London Fashion Week.

Idents have been created by Maybelline in collaboration with Ocean Outdoor, while the daily highlights package will be curated by the British Fashion Council.

Maxus is also responsible for the media and planning strategy for Maybelline’s live streaming activity.

Shivani Shah, marketing director at Maybelline, said: “We are excited to amplify our London Fashion Week sponsorship and make the week more accessible to all.”

Neil Tookey, head of radio and OOH investment at Maxus, added: “To date, outdoor has played an important role in reaching Maybelline’s key young, urban audience, but reach has been limited to London. By taking over Ocean Outdoor’s digital screens, we have the opportunity to give the Maybelline brand some monumental exposure and link it to London’s hottest fashion event of the year.”

The campaign will run for the duration of London Fashion Week between 19th February and 23rd February.

ENDS

For more information, contact Velvet PR:

Joanna Wilmot: joanna@velvetpr.biz 07967 195213

JJ Haigh: jonathan@velvetpr.biz 0203 735 7911

About Maxus UK

Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten (#7) UK agency (Campaign School Reports 2014), billing upwards of £400 million.

Maxus UK clients include L’Oréal, BT, Barclays, Fiat Group, Associated British Foods, npower and Avis Budget.

Maxus UK has established itself (July 2014) as the agency with the most sustained growth of the top 10 media agencies last year. In 2013 the agency grew 20% with overall activity rising to £758m (2013) from £632m (2012) to become the 8th largest media agency in the UK (source: RECMA). It was named Media Agency of the Year at the 2014 Media Week Awards.

Maxus UK is part of the Maxus Global network, which employs over 2,500 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It is RECMA’s No1 for Vitality in the UK, Campaign’s Global Media Network of the Year 2011, Ad Week’s US Agency of the Year 2011, and one of Ad Age’s ‘Agencies to Watch’ for 2012. For more information, visit www.maxusglobal.co.uk

Twitter: @maxuslondon

Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, Maxus Global is the fastest growing global media network for the last five years (source: RECMA). For more information visit www.maxusglobal.com

This was posted in Bdaily's Members' News section by Alex Sampson .