Visual Assets
Front Page
Spread
Final Page
Web Layout
Instagram Posts
For the layout of both the print and digital version of this content, I wanted there to be an equal divide of written and visual content. For the digital version of the piece I integrated slideshows for each image to show what Saint John was wearing in each photo as well as 2 videos: one as an interview from her in her home and the other from a keynote address about diversity in technology. I included these assets in the digital version so they can be promoted in both the print version as well as on social media. These slideshows and videos are also exclusive to the digital version so if the reader wants to see them, they would have to visit elle.com.
The print edition is more of a stripped down version of the digital content. Because one cannot include slideshows or video in a magazine, there are only thumbnails and images in the copy. What the print version has, instead of those slideshows, is a culmination of Vince images at the bottom of the last page to indicate what Saint John was wearing throughout the piece, what the name of the item was and how much it costs. This way, the reader does not have to guess at what Saint John is wearing.
Finally, the main bulk of the content is set up as a transcribed interview for two reasons. Through my research I found that Saint John’s interviews are usually printed as a transcription (it is not said whether this is a personal preference on her end). The other reason that the copy is set up this way is that Elle tends to print stories in this layout; this way, the content seems native to its space. Transcriptions make it easy for the reader to jump around if they lose interest in a specific question or jump back to a part that the found compelling.
In a time where ad blockers exist and people have become immune to traditional forms of advertising, publishers utilizing branded content as a means of generating income is a natural next step. Branded content is effective because it allows magazines and media outlets to create well-funded content that is native to its space and can offer readers/viewers something more than the regular editorial content. Branded content is not obvious–and in this case that’s a good thing. People don’t like ads so being able to engage in something that doesn’t look or feel like advertising is a very effective way of promoting the brand’s message.
An article from Forbes reports that branded content is twice as effective as display or banner ads -- “Brand recall is 59 percentage points higher for branded content, and consumers were 14 percent more likely to seek out more content from the brands after a single exposure to branded content.” Additionally, readers preferred branded content to regular advertising because they felt it was meant to educate -- “Additionally, branded content was perceived more positively than display ads, with consumers more likely believing that the content is intended to educate.”
In terms of this content (Elle x Vince) part of the mission was to educate and entertain the reader. By just showing the reader of Vince’s newest pieces, they know what to look for at their department stores. But by giving them style tips throughout the piece they will be able to see themselves trying on the clothes and tailoring the pieces to fit their own personal style. Additionally, the mission to entertain the reader is exploited more so in the digital edition since there is a slideshow and 2 videos. By adding elements other than pure copy, the “reader” can also become the “viewer” and engage in the content in more than one way.
Andrew Brookes from Zazzle Media says that human interest stories are effective because it centers the story around one person. “A human interest story puts people at the heart of the events. Doing this brings a two-fold benefit. It gives the reader someone to relate to and taps into our natural curiosity in the lives of others.” By making the story about one person it allows the reader to focus in on the story itself, which is Saint John interacting with Vince’s new line.
Having a businesswoman as the center of this campaign–as opposed to a celebrity or influencer–gives the article more credibility. This is a woman who “made it” and is thriving in the tech industry, giving her a leg to stand on when it comes to declaring her “do’s” and “don’ts” when it comes to her job and style. People will read this story and feel like the brand represents smart, successful women who are powerful within their industry but also keep up with trends.