Hermès

Targeting fashionistas in the UK

Challenge

Hermès wanted to drive awareness of their brand, specifically the AW19 collection.

They also wanted to strengthen the association of Hermès as a luxury brand within the UK to Affluent, Fashionistas, Luxury and HNWI’s target audiences.

Solution

CNN designed a three-part digital campaign which was targeted to the CNN Style audience and optimised across CNN Style and CNN Travel platforms. This campaign comprised of editorial sponsorship, a CNN Style takeover and a 100% share-of-voice (SOV) display campaign.

As the world’s first truly global platform dedicated to style and culture in all its forms, CNN Style was the perfect platform to reach Hermès’ target fashionistas and luxury consumers.

Hermes sponsorship of CNN Style for its women AW 2019 collection

Results

422k Delivered impressions

0.23% Average click through rate

74% Pre-roll video completion rate

Campaign Deliverables

Editorial Sponsorship

Hermès’ sponsorship of CNN Style’s Fashion Week coverage gave the brand a unique opportunity to be fully aligned with premium relevant content with guaranteed 100% SOV.

CNN Style Takeover

CNN Style takeovers timed around the fashion shows delivered high impact awareness during peak visitor traffic, creating a clear association between the Fashion Weeks and Hermès.

Display Campaign

Section targeted display ads ran on mobile via the CNN app (with 100% SOV) and in the Style & Travel sections of CNN.com. This ensured Hermès’ creative was contextually aligned to the most relevant premium content.