Red backs fashion site with integrated ad drive

Red backs fashion site with integrated ad drive
Red backs fashion site with integrated ad drive

Hachette Filipacchi is attempting to muscle in on the competitive online women's magazine sector and is rolling out a high-profile ad campaign to back the launch of Red Online.

Aimed at busy women looking for 'convenient access to high-quality online content', the site is intended to become 'an integral part of readers' lives'.

The site,, goes live on 6 December and will be supported by an integrated campaign, created by digital agency Ralph.

The promotional activity includes an interactive viral video fronted by TV presenter and former singer Louise Redknapp, as well as print and digital ads.

Users can personalise the video ad by entering their name and relationship status, before sharing the clip with friends on Facebook or Twitter.

The end frame of the viral ad features interactive icons hovering over a make-up case, shoebox, pastries and a globe. Viewers can click through to access Red Online's beauty, fashion, food and travel sections.

Print ads have been designed with a Google-style search box to illustrate Red's 'edited choice' strategy, which aims to deliver content that is targeted and relevant to specific audiences.

Hachette Filipacchi has pinpointed the digital space as key to future growth and expects the medium to contribute about a quarter of its total ad revenue in 2011.

The group's other online properties include, and

In September, AOL UK launched MyDaily, a women's fashion, lifestyle and opinion site aimed at 'successful, stylish and discerning women'.

It supported the launch with print, digital and outdoor ads, created by Archibald Ingall Stretton. The ads carried the strapline, 'All your daily essentials in one place'.

MyDaily, like Red Online, is positioning itself as the most convenient place for women to get their daily fashion and news fix.

Last week, NatMag-owned posted an 88% annual increase in page impressions, with a total of 11.8m in October, according to ABCe figures. NatMag claimed this growth was generated by its investment in blogs, shopping and dating content.

Meanwhile, Conde Nast created a one-off app for the December issue of its fashion title Vogue. Designed to offer additional content such as fashion videos, the launch was backed by an outdoor campaign that ran at London rail stations including Victoria.


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