Hearst and BCBG Utilize Influencer Marketing at NYFW
Hearst and BCBG partner to utilize influencer marketing at NYFW. HearstMade, the content marketing agency of Hearst Digital Media, is using New York Fashion Week (NYFW) as a platform to expand its marketing capabilities.
In partnership with Elle.com, Hearst hosted the “Elle.com Lounge”. Set in a luxury penthouse in Tribeca, the event is designed to encourage social media posting to promote Elle.com and BCBG. This event is part of a larger effort by Hearst to increase influencer event programming in the future.
This push comes after Hearst competitor Condé Nast launched “23 Stories” as an internal agency in October of last year. 23 Stories has produced events such as the Teen Vogue Summit, a conference which hosted guests including Hillary Clinton and actress Yara Shahidi in Los Angeles.
“Elle.com Lounge” is also part of an initiative to better utilize Hearst’s influencer partnerships. This is in response to the high demand of influencer-driven editorial content.
For BCBG, this NYFW will be significant. New management is planning for a new era for the beleaguered brand. Marquee Brands and Global Brands Group now own the retail brand.
The current needs of both fashion brands opens a window for the two to combine. NYFW is the perfect platform for this partnership, due to it’s event-heavy structure and strong influencer attendance. The environment is seamless for the BCBG and Hearst cross- promotion.
February’s event featured certain influencers like Michelle Madsen and Sai De Siliva, who will be dressed in BCBG in exchange for incorporating the brand into social media posts during the week. Others will be able to get hair and makeup touchups and browse a portion of the BCBG collection at the venue.
This event seems like the perfect way to bring people together, tie them to an advertiser, and maximize brand exposure.