Magazine article ADWEEK

Vogue Casts 1,000 'Influencers' for Network

Magazine article ADWEEK

Vogue Casts 1,000 'Influencers' for Network

Article excerpt

It's not enough that a brand like Vogue can sway people to buy certain products by virtue of its clout. Brands today want to use the magazine's readers to spread the word about their products.

To that end, the Conde Nast fashion bible has launched the Influencer Network, a platform for advertisers that want to get on the social media bandwagon. The Influencer Network is a panel of some 1,000 women deemed to have sway over other women, based on how active they are on social networks like Facebook and Polyvore, a fashion site where people create collages of outfits and share them with other members.

"There are a lot of people who are self-appointed experts," says Susan Plagemann, vp, publisher of Vogue. "The biggest difference is, we're developing a program of ambassadors who spread the word digitally across a very big network about the access that's been given because of Vogue."

Panel members, who aren't compensated, are asked to provide feedback for clients on anything from new products, upcoming fashion collections, and ad creative. They're encouraged to talk about the products on their social networks, raising awareness of the products and Vogue itself. Plagemann says more than eight marketers have used the network since it launched early this year, noting that "word of mouth has become one of the biggest influencers, along with advertising, in terms of driving purchase." She adds that Vogue's marketing team devised the criteria to identify individuals who are "the highest caliber of people in this sphere of influence. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.