Fashion Promotion Strategies II: Advertising and Public Relations
editor-in-
Alba Li Esmorís Caamaño
Carmen Magariños Blanco
Míriam Michaelsen Gómez
Lidia Ortega González
Laura Outeiral Solla
@editor_in_orbit
introduction
Project Idea Name Meaning
A fashion magazine editor travels around the
“editor-in-orbit”
world, and she keeps her followers updated
A combination of her position as an editor-in-chief
through visually-pleasing content about her daily
but changing the last word for orbit. This last
life and the different events she encounters,
word references her use of the internet as the
while writing magazine articles about the places
platform to share her thoughts and experiences in
she visits, the latest fashion trends in there
her journey, and also as her main source to keep
and where to buy similar items.
updated with the trends of the moment.
@editor_in_orbit
pestel
Political Social Environmental
- Majority lives in urban zones - Meditteranean climate with a wide
- Parlamentary democracy with a
- Popular cultural scene (art, music, variety of flora and fauna
constitucional monarchy.
literature) - Many laws regulate and protect
- Strong laces with ohter UE
- Problematic of older population natural resources.
countries
- Universal and free health service. - Individuals and companies must
- Territorial crisis
follow those regulations.
Economic
- High level of external commerce.
Technological Legal
- Technology has been introduced in many - Roman Law legal system
Principal productor of wine, olive
sectors. - It presents strict laws in terms
oil, fruits...
- Important telecommunication sector of author rights and data
- Tourist sector plays a
- Total market penetration of Internet and protection.
fundamental role.
mobile phone - Bureaucratic country
- High velocity trains that connect the
princiapl cities
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benchmarking
Content - Magazine B: even distribution of
Community - Magazine B: <200 likes & poor
distribution Engagement
Reels, Caroussels & Posts comments performance
- Mildew Magazine: even - Mildew Magazine: -
distribution of Caroussels & Posts - L’Étiquette Magazine: >700 likes
- L’Étiquette Magazine: even & few comments
distribution of Caroussels & Reels
- Magazine B: >5 posts a week
Number of - Mildew Magazine: >5 posts a week Brand - Magazine B: >25 mentions a week
publications - L’Étiquette Magazine: <5 posts a mentions
- Mildew Magazine: <10 mentions a
week
week - L’Étiquette Magazine: <10
mentions a week
Members of
- Magazine B: >100k followers
the social
- Mildew Magazine: <100k followers
- L’Étiquette Magazine: >100k
community followers
@editor_in_orbit
Marta Personality Marta is a young woman
who likes being in touch Job
position
She works as
social media
Camín
with fashion and being content creator.
conscious of what it is Her posts concern
happening in terms of about all that is
fashion nowadays. happening around
fashion.
-She enjoys going to Fashion
Hobbies Shows.
and habits -She tries to travel as much Work Marta Camín does
Age 26
From early 20s as she can. method her main research
online and
to mid 30s. -She reads magazine and blogs through social
of fashion every day. media.
Location Medium to large
urban cities.
Goals and -Learning about international
objectives current tendencies.
-Having fun with fashion.
Education College
-Looking for inspiration to Tools used -Uses Instagram
during
degree and Tik Tok to
include in her outfits. do the research
-Discovering new shops appart work
Sector Marketing of
influencers, content from fast fashion ones.
and to create.
-Blogs and
creator. magazines
Pain points -Not knowing where to find -Online research
Social Content creator of reliable information. on Google and
Media
Instagram and Tik Tok. -Difficulties to find clothes Youtube
Understanding of social of her size in regular shops
media ads and social -Not only buying in fast
media marketing. fashion shops.
@editor_in_orbit
objectives and kpis
Objectives KPIs
Instagram Website - Instagram account and posts
- Obtain a minimum of 20 visits per post on
- Achieve 200 followers on our website during the first month. (followers, engagement, Instagram
Instagram in 3 months. stories, website link clicks).
- Increase the number of visits per post by
- Increase the number of 50% in comparison to the previous month. - Nº of monthly visits on the
followers in our Instagram
website (blog traffic, blog
account by 10% in comparison to - Achieve an average of 5 minutes per visit visitors).
the previous month (2nd and 3rd on the website on the first month.
months).
- Visits per post (Page views).
- Increase the average minutes per visit on
- Obtain a minimum of 20 the website by 25% each month until the end
interactions with users per post - Time on the website (Time-on-
of the 3rd one.
during the first month site).
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media strategy
Target Audience
From 18 to mid 30s Online
Located in Spain Alternative to fast fashion
Interested in social media brands
and culture Fashion accounts of magazines,
Passion around fashion blogs, brands and
influencers...
Channels and its purpose
Website Instagram
Online magazine Showcase fashion world
Multifaceted aproach: Promote our magazine
Inform, enterntain and Increase engagement and interactions
inmerse into the fashion Create community of fashion enthusiasts
around the world. Direct traffic to our magazine
@editor_in_orbit
content strategy
Key message Formats Style guide
Outline the different forms that fashion can take
depending on the culture of each country, which - Reels. Short videos The tone of the Instagram
influences the way trends are adapted in an (less than a minute) are account will be informal and
increasingly globalised world. effective to capture approachable, as it will be
users’ attention and the account that our
increase engagement. protagonist will use as a
Topics As a thread running through the
themes we are going to focus on, we
- Stories. This could be a
interesting way to share
behind-the-scenes content,
personal diary to express her
most intimate thoughts in a
more casual way, while the aim
- Trends will use a magazine editor whose polls and interactive of the magazine will be to
- Fashion shows and project is to document multiple features like quizzes or report, so the tone will be
events. facets of fashion in each city she countdowns. Drive more serious, without losing
- Fashion Photography travels to. She will have to do conversations with our its capacity to be
and Editorial research, attend fashion shows, meet audience will favour the entertaining and be
- Fashion designers designers, and decide the best ways feeling that they are part interesting. On Instagram we
- Street style to adapt her style to the atmosphere of our community. want our audience to find
- Fashion History and of each place. Our protagonist will - Carousel Posts. Sharing themselves among a friend,
Culture surely enjoy enriching experiences multiple images or while in the magazine they
- Fashion Tips and and make many friends, so we want combining images with will be able to read quality,
Advice our audience to live with her this videos are great up-to-date information about
exciting journey. storytelling tools. the world of fashion.
@editor_in_orbit
Examples
what about the tone?
Mañana tengo un vuelo a Creo que me he enamorado del ¿Te imaginas que te enrollas Hay una chica danesa
Lisboa y todavía no he fotógrafo del desfile. Prometo que con el fotógrafo y te convierte con una marca en la que
terminado la maleta. Hoy me miró. Con esa mirada penetrante en su musa?. Siempre me han vende ropa hecha de
no duermo. e intensa del amor a primera atraído los hombres del mundo telas de ganchillo
Llevo todo el día vista. del arte. ¿Qué prefieres, un vintage. Por cierto,
fascinada con el estilo Girl are you sure? book de tus mejores fotos tengo que llamar a mi
de las insiders Bueno quizá me miró porque ir recién levantada expuesta en abuela. La próxima vez
portuguesas. Con la corriendo de un show a otro sin una revista, o una canción de que vaya de visita
suerte que tengo mañana paraguas mientras el cielo todavía tu posible futuro ex en la que tengo que saquearle los
tengo tendinitis en el llora por la ruptura de Rosalía y cuenta lo dolido que está? armarios en busca de
dedo de hacer scroll. Raw, no es lo más favorecedor. Kate, querida, no sé cómo lo manteles perdidos. A
Menos inspiración y más Parezco un mapache. El día que hacías, pero desde luego, yo, ver cómo le explico yo
acción. compré el rímel y me convencí de con un vestido doblado como si lo que es el upcycling.
Si Bella pudo hacer que este año uno waterproof no me fuera una falda, en vez de una Aunque, en realidad, si
aesthetic su carrousel de hacía falta porque no iba a diosa de la sensualidad parezco reutilizaba los botones
viral de fotos llorando escribir a mi ex en ninguna un deshecho con demasiados de las camisas viejas
sin maquillar ¿por qué no fiesta, no había planeado esto. martinis que se tira en la cama para cosérselos a
voy a poder yo llevar con Menos mal que “Mob Wife Aesthetic” sin desmaquillar. otras, seguro que lo
confianza unas ojeras es lo más porque hoy parece que me Prefiero rockstar girlfriend entiende. Aprovechar
hasta la mandíbula?. Un tiré del barco del “Clean Look” y que la versión moderna de las cosas en vez de
poco de autenticidad llegué a la orilla nadando. Bridget Jones impresa a doble malgastar sin sentido,
nunca está mal. página. de toda la vida.
@editor_in_orbit
content strategy
Visual Section
Logo Fonts Colours
Codec Pro ExtraBold
Bodoni FLF
Poppins
Bristol
Roboto Mono
@editor_in_orbit
content strategy
Frequency Tools
Hours for publishing - Pinterest
- VSCO
We will publish from Monday to Friday.
- Google Trends
Weekdays tend to be more effective for posting on Instagram,
- Google Analytics
as many people check the app during their breaks or while at
- UNUM
work.
- Canva
Hours: between 5 p.m. and 7 p.m.
- Metricool
- InShot
On Sundays we will make a special publication to give a clue
- iMovie
about the next destination of our protagonist...
- Clips
Hours: between 7 p.m. and 9 p.m.
- Instagram Insights
plan action19
Article
20
Caroussel
21
Caroussel
22
W2
Saudi Arabia
Reels
23
Post
24 25
Poll (Storie)
W1
Portugal Reels
26 27 28 29 01 02 03
Article Caroussel Reels Post Caroussel Poll (Storie)
Post
04 05 06 07 08 09 10
W3 Article Reels Caroussel Post Reels Poll (Storie)
France Post
11 12 13 14 15 16 17
W4 Article Reels Post Caroussel Caroussel Poll (Storie)
Brasil Reels
18 19 20 21 22 23 24
W5 Article Post Reels Caroussel Post Poll (Storie)
Japan Caroussel
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plan action
25 26 27 28 29 30 31
W6 Article Caroussel Post Reels Reels Poll (Storie)
Spain Caroussel
01 02 03 04 05 06 07
W7 Article Caroussel Reels Post Caroussel Poll (Storie)
USA Post
08 09 10 11 12 13 14
W8 Article Reels Post Reels Caroussel Poll (Storie)
Denmark Caroussel
15 16 17 18 19 20 21
W9 Article Post Caroussel Post Reels Poll (Storie)
Italy Reels
22 23 24 25 26 27 28
W10 Article Caroussel Reels Post Caroussel Poll (Storie)
India Post
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