2016 Finalist

Edmonton Journal & Everywear

Postmedia Network Inc.

Toronto, Canada

Category Innovations and Profit Centers

Media associated with this campaign

Overview of this campaign

Home to more than 800 stores, our client West Edmonton Mall wanted to establish their brand recognition as a fashion
destination, position themselves as thought-leaders, and be perceived as actively embedded in the local fashion
community. We worked with the client to create a new and innovative program

Launched in May 2015 in Edmonton, Everywear is a member-based program that relies on contributions from engaged
participants. Each week, a new style theme (or ‘mission’) is selected. Everyone can participate by taking a picture of an
outfit matching the theme and tagging it with #everywear on Instagram and/or Twitter. The best photos are chosen to
appear in the style and fashion sections of the Edmonton Journal. The main objectives of the program include activating and engaging the local fashion community me
mbers (including the top local fashion influencers), participating in their passion, a
s well as documenting and validating their participation.
By pursuing a community-driven and engagement-based approach we aimed at building a multi-channel product that
would go beyond the traditional boundaries of print and digital products.
Our partnership with West Edmonton Mall was capital to secure a plan that included not only brand integration on all platforms, but that could also add value to Everywear participants by featuring retailers’ expert advice, and strategic calls to action based on relevant trends and business objectives.
The program secured a 6-month investment and exclusive partnership with West Edmonton Mall.

Results for this campaign

Activate and engage local fashion community members, participate in their passion, document and validate heir p
Everywear has become the go-to platform for many Edmontonians to share their outfit of the day, fashion blog posts, and style choices
Over 600 pictures of local fashion aficionados have been published in 35 weekly editions
Create a community-based audience segment and a multi-channel product that exists beyond the traditional bound
aries of print and digital:
•1085 Instagram followers have posted over 3000 photos since the start of the program using the hash tag #everyw
ear and #everywearyeg
•More than 320 subscribers to our newsletter
•Email open rate of 48.5%
•Print, digital and real life components are potentially independent, but exist as a common ecosystem
•Strong evidence that even people who don’t read our newspaper are excited to be featured in the pages
Integrate Everywear into the local fashion community, engaging the general public of fashion enthusiasts, as well as local top fashion influencers:
•39% of new members featured in each edition
•35% of our members run a fashion blog
•54% of our Instagram followers have more than 500 followers
•The average Everywear member has 2,306 Instagram followers
•Bloggers and local style influencers not only regularly appear in Everywear pages, but have also inspired themes and p
articipated as curators of several editions
Secure direct source of revenue:
•Secured a 6-months exclusive partnership with West Edmonton Mall.
Increase West Edmonton Mall’s brand recognition as a fashion destination, and position it as a though leader and as actively embedded in the
local community:
•Brand integration in each Everywear edition in the paper, in weekly newsletter and social media activities
•Included WEM retailers in weekly calls to action, and run act
ivities that could be completed in specific WEM stores
•Invited retailers to provide expert advice on a specific theme or trend, and appear as curators in Everywear editions
•Featured stores employees as inspiration in several editions, inviting members to visit and consult with them


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