The campaign will span print, digital and a media first – an exclusive live magazine photoshoot which is open to members of the public.
As well as getting a behind the scenes look at what goes on during a shoot, guests will get the chance to appear on a billboard at Piccadilly Circus via an Instagram booth, which directly uploads their images to Piccadilly Circus’ big screens. Members of the public can visit the shoot at New Inn Yard in Shoreditch, East London, on 16 May.
Guests will be shown how to recreate three key hair trends from the SS’15 Fashion Week shows using the new ghd product. During the day they will receive complimentary hairstyling by the experts at ghd, free on-site manicures and limited edition goody bags.
Additionally, ELLE will be promoting the content generated from the shoot on both its print and digital platforms. It has created a digital destination to incorporate all activity before, during and after the live shoot. There will be blog posts from the shoot team, a gallery and social feed, as well as videos that will be uploaded live from the venue. Post-event, a backstage diary will be posted with the shoot images, additional video content and an in-depth look at the trends ELLE and ghd created alongside product and technique guides. The campaign will also be promoted heavily via ELLE’s social media channels.
In print, the August issue (on-sale 02 July) will feature a striking six page roll-fold, which once unfolded will reveal a panoramic scene of the event. All three looks created at the shoot will be featured in the issue, with ELLE’s beauty team explaining how readers can achieve them using ghd products and tools.
Ella Dolphin, Group Commercial Director at Hearst UK, said: “This is a really innovative campaign that has the ELLE reader at its heart. This campaign will create content, conversation and engagement with the ghd brand and raise awareness of the new product launch.”
Hania Flannery, Global Director of Brand & Communications at ghd, said: “Our new product launch is our most innovative yet and we wanted a campaign to reflect that. A media first in the form of the live shoot, along with the all the other exciting touch points, is a great fit.”