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Vogue

Fashioning subscribers into advocates

The Challenge

As the publishing industry began moving away from traditional revenue sources, Vogue Magazine wanted to overhaul its digital strategy to better connect with readers.

The Insight

If all communications — from an editorial email to a subscription ask — are authentic, personal, and aligned, this venerable magazine can drive more subscriptions.

The Solution

The new brand experience included a robust email program to boost engagement rates and subscriptions, and inspired readers to share their love of Vogue with people around them.

For over a century, readers around the world have turned to Vogue for the best in fashion as an expression of culture.

As the publishing industry began moving away from traditional revenue sources, the magazine looked to transform its business model to bring it closer to readers.

We created a digital strategy that knitted together editorial, advertising, and consumer marketing to create a more seamless brand experience. The integrated infrastructure also helped Vogue nurture more long-term relationships and guide visitors up the ladder of engagement, from reading and sharing to subscribing and advocating.

The magazine comes to life digitally

The magazine comes to life digitally

A robust email program enhanced the reader experience, offering insider moments that brought the magazine to life in unique ways. An email from Jessica Biel previewed her photo shoot for an upcoming issue; Tina Fey dropped a note about her new cover. Each piece of original content gave readers a chance to reconnect with Vogue and helped them feel more invested in the magazine.

Inspiring Vogue nostalgia, loyalty, and evangelism

Long-time Vogue creative director Grace Coddington invited readers to share the first time they’d been given an issue of the magazine. More than 1,500 stories poured in (and the Vogue switchboards lit up), reminding readers of their first experience with the magazine and asking them to consider sharing that memory with someone else through a gift subscription.

After just a couple months, engagement rates were up, as were subscriptions — proving the value of digital for one of the country’s most enduring fashion magazines and institutions.