DOLLY JONES & CLAIRE SINGER - STORYTELLING FOR YOUR BRANDS

1. ASSOCIATE PUBLISHER, CREATIVE PARTNERSHIPS
CLAIRE SINGER
DIGITAL CONTENT & STRATEGY DIRECTOR
DOLLY JONES

2. vf image
ASSOCIATE PUBLISHER, CREATIVE PARTNERSHIPS
CLAIRE SINGER

5. POINTS OF PASSION

8. WHEN BUYING FASHION,
MONTHLY GLOSSIES ARE AS
TRUSTED AS FRIENDS AND
FAMILY IN THE DECISION-
MAKING PROCESS
JUNE 2017

9. 72%SUPER
GLOSSY
67%ALL
WOMEN
“ADVERTS ARE PART OF THE EXPERIENCE
WHEN READING GLOSSY MAGAZINES”

10. OWN
DESIGNER
FASHION
OWN
PREMIUM
MAKE-UP
JUNE 2017
88%
ALL WOMEN
86%
ALL WOMEN

11. DIGITAL INVESTMENT

12. WHAT DOES THE FUTURE HOLD?

13. 70%
ALL
WOMEN
own
premium
skincare

14. VF image

15. 1913

17. 1936

18. 1983

21. AUGUST 1991

22. SEPTEMBER 2005

23. OCTOBER 2006

24. JULY 2015

26. 13.1M VIEWS 9M VIEWS SOCIAL IMPACT

28. + +
247K
AUDIENCE (EXC. SOCIAL)
1.4M+
1.2M 11K+
=
BRAND FOOTPRINT: PRINT + WEB + LIVE
Source: NRS Jul 16 – Jun 17; Omniture Site Catalyst Jul – Sep 17 (UK only); VF A-List Newslettersubscribers(delivered emails Oct2017)

29. TOTAL SOCIAL FOLLOWERS
14,209,985
2.9M
434K
4.7M
3.1M
88K
2.9M
BRAND FAME: TOTAL SOCIAL
FIGURES ARE FOR VANITY FAIR US SOCIAL PAGES; AS OF
01.10.17

31. THE MAKHAZIN

32. CREATIVE PARTNERSHIPS

33. EXPERIENCES

34. THE RELATIONSHIP

35. THE NARRATIVE

36. SEPTEMBER 2005
OCTOBER 2006 SEPTEMBER 1999 APRIL 1995 AUGUST 2003

39. CASE STUDY

40. CASE STUDY
DOES WEALTH MAKE US RICH ANYMORE?
TIME

41. BRAND
CASE STUDY
DOES WEALTH MAKE US RICH ANYMORE?
TIME
TALENT MESSAGING

42. CASE STUDY

45. THE NEXT CHAPTER

46. ASSOCIATE PUBLISHER, CREATIVE PARTNERSHIPS
CLAIRE SINGER
DIGITAL CONTENT & STRATEGY DIRECTOR
DOLLY JONES

47. LACHLAN BAILEY / VOGUE UK OCT 2016
DIGITAL CONTENT & STRATEGY DIRECTOR
DOLLY JONES

48. DIGITAL
G R O S S
R E A D E R S H I P
1.06M
C I R C U L A T I O N
53M
S O C I A L M E D I A
F A N S
149M
P A G E I M P R E S S I O N S
15.2M
U N I Q U E U S E R S
4.7M
All figures are gross, Source:Combined print& digital ABC Jan-Jun 17 (excludes GQ Style and LOVE)/NRS Jan - Jun 17 (CNTraveller/Wired/GQStyle/LOVE =projected readership);Google Analytics Aug - Oct

49. Shareability from the outset
TELLING STORIES

50. “We tell ourselves stories in order to live.
We live entirely... by the imposition of a
narrative line upon disparate images, by
the 'ideas' with which we have learned to
freeze the shifting phantasmagoria
— which is our actual experience.”
Joan Didion

51. May 15 May 16 May 17
67%
62%
56%
Google Analytics
M O B I L E T R A F F I C

52. R E S P O N S I V E D E S I G N

53. T H E I N F I N I T E S C R O L L

54. W H A T D O E S ‘ P E R F O R M A N C E ’ M E A N ?
SALES
TRAFFIC
ENGAGEMENT
REPUTATION
COMPETITIVE ADVANTAGE
BRAND AWARENESS

55. I F C O N T E N T I S K I N G , T H E N
C O N T E X T I S C O U N T R Y

56. D A T A I N F O R M E D ,
N O T E N F O R C E D

58. 232K UU
7M PI
OSCARS
230K UU
8.2M PI
MET GALA

59. G R A M M Y S
G O L D E N G L O B E S
H A U T E C O U T U R E
M E N S W E A R
S H O W S
N A T I O N A L
T E L V I S I O N
A W A R D S
S A G
L O N D O N
A R T F A I R
M A I S O N & O B J E C T
D E S I G N F A I R
S U N D A N C E F I L M
F E S T I V A L
D E S I G N M U S E U M
A W A R D S
P E O P L E S C H O I C E
A W A R D S
C R I T I C S C H O I C E
A W A R D S
C E S
B R I T A W A R D S
C H I N E S E
N E W Y E A R
B U R N S N I G H T
A U S T R A L I A D A Y
J A N U A R Y

60. J A N U A R Y
H E A L T H & W E L L B E I N G N E W Y E A RH O L I D A Y S
S T O M A C H
F L A T T E N I N G
F O O D S
G O L D E N G L O B E S
G Y M
F I T N E S S C L A S S E S
C R I T I C S C H O I C E
A W A R D S
H O W T O E A T
P R O P E R L Y
H E A L T H Y F O O D S
V E G A N F O O D S D R Y J A N U A R Y
B U I L D I M M U N E
S Y S T E M
G Y M W E A R
S K I N C L E A R I N G
F O O D S
W E I G H T L O S S T O N E U P
T R A V E L T R E N D S
W I N T E R S U N
S K I G E A R
2 0 1 8 B A N K
H O L I D A Y G E T A W A Y S
W H E R E T O
G O W H E N
E A S T E R H O L I D A Y S
D E S T I N A T I O N S
T O W A T C H
S K I H O L I D A Y S
S N O W H O L I D A Y S
S P A B R E A K S
E N G A G E M E N T
S E A S O N
N E W Y E A R
F A S H I O N T R E N D S
P R O M D R E S S E S
N E W Y E A R
N E W M E
F R E S H S T A R T N E W B E G I N N I N G S
W E D D I N G
P L A N N I N G
N E W Y E A R
B E A U T Y T R E N D S
R E T U R N T O
S C H O O L
N E W Y E A R S
R E S O L U T I O N S

61. W R I T E R S G U I L D
A W A R D S
E V E R Y W O M A N
B R I T A W A R D S
B L A C K H I S T O R Y
M O N T H
B A T A A W A R D S L F W F E S T I V A L
V A L E N T I N E S D A Y
C H I N E S E N E W Y E A R
G A Y W E D D I N G
S H O W
L F W F A L L
N Y F A S H I O N
W E E K F A L L
D I R E C T O R S G U I L D
A W A R D S
P A N C A K E D A Y
M I L A N F A S H I O N
W E E K F A L L
M A R D I G R A SH A L F T E R M
F E B R U A R Y

62. F E B R U A R Y
V A L E N T I N E S D A Y A W A R D S S E A S O NA W F A S H I O N
R E D L I P S
C H O C O L A T E S
L O N E L Y H E A R T S
C L U B
R E D F A S H I O N
L I N G E R I E R O M A N C E
D A T E I D E A S
F L O W E R S
F I R S T D A T E S
P A R I S
K I S S A B L E L I P S D A T E N I G H T
R O M A N T I C
G E T A W A Y
A L C O H O L
T R A V E L T R E N D S
W I N T E R S U N
S K I G E A R
2 0 1 8 B A N K
H O L I D A Y G E T A W A Y S
W H E R E T O
G O W H E N
E A S T E R H O L I D A Y S
D R Y J A N U A R Y
D E S T I N A T I O N S
T O W A T C H
S K I H O L I D A Y S
S N O W H O L I D A Y S
S P A B R E A K S
B A L L G O W N S
C H A M P A G N E
V E N U E H I R E
G L A M O U R O U S
M A K E - U P
C E L E B R I T I E S F I L M S
J E W E L R Y
U P - D O S
T U X E D O
C O C K T A I L D R E S S E S
F R I E N D S C O U P L E S C A L I F O R N I A N E W Y O R K

63. O S C A R S
I N T E R N A T I O N A L
S H O R T F I L M
F E S T I V A L
U N I N E R N A T I O N A L
W O M E N D A Y
I H E A R T R A D I O
M U S I C A W A R D S
W O R L D T H E A T R E
D A Y
S P R I N G
E A S T E RT H E B O A T R A C E
I N D E P E N D E N T
S P I R I T A W A R D S
M O T H E R S D A Y
A N N U A L A C A D E M Y
A W A R D S
U N I N T E R N A T I O N A L
D A Y O F H A P P I N E S S
O S C A R S
N O M I N E E S
L U N C H E O N
B R I T I S H S U M M E R
T I M E
S T P A T R I C K S
D A Y
W O M E N H I S T O R Y
M O N T H
M A R C H

64. M A R C H
S T P A T R I C K S &
M O T H E R S D A Y
O S C A R S
I N T E R N A T I O N A L
W O M E N ' S D A Y
D R I N K A W A R E
M A K E - O V E R
A L C O H O L
R E D E F I N I N G
M U M
W O M E N R O L E
M O D E L S
H E A L T H Y F O O D S
I N S P I R A T I O N A L
M O T H E R S
G I F T I N G
M O T H E R F A S H I O N
S U R V I V I N G A
H A N G O V E R
S K I N S A V I O U R S
S U C C E S S F U L
M O T H E R S
H O W T O H A V E
I T A L L
I N S P I R A T I O N A L
W O M E N
S U C C E S F U L
W O M E N
H O W T O G E T
P R O M O T E D
T H E A R T O F
N O T G I V I N G U P
S E X I S M I N
S O C I E T Y
T H E F U T U R E
I S F E M A L E
H O W T O S U C C E E D I N
Y O U R D R E A M C A R E E R
B U S I N E S S
H O W T O M A K E
A C A R E E R M O V E
P O W E R D R E S S I N G
F A S H I O N A B L E
W O R K W A R D R O B E
T U X E D O S
F I L M S
C E L E B R I T I E S
H A I R & B E A U T Y
O U T F I T
P R E D I C T I O N S
G L A M O U R
N O M I N E E S
H O L L Y W O O D
A F T E R P A R T I E S
B A L L G O W N S

69. IDENTIFY & MARRY TRAFFIC TRENDS &
CLIENT KPIs

70. FORGET DEMOGRAPHICS
…GO FOR PASSION POINTS

72. UU +338%
Y/Y

73. EVERGREEN VS NEW CONTENT

74. EVERGREEN VS NEW CONTENT

78. Publish
and Post
Monitor search ranking
with Pi Datametrics,
Hitwise etc
Monitor social reach
and engagement
Updates
made
ONCE LIVE, CONTINUAL ANALYSIS AND FURTHER
OPTIMIZATION IN REAL TIME:
Monitor traffic with
Google Analytics

79. …AND DECIDE HOW TO TELL IT
CHOOSE YOUR STORY

81. DIGITAL
LACHLAN BAILEY / VOGUE UK OCT 2016

82. Unique users
14.1m
Page impressions
144m
Social media fans
52m
Readership
4.9m
Circulation
1.1m
All figures are gross, Source:Combined print& digital ABC Jun-Dec 2016 (excludes GQ Style and LOVE)/NRS to Dec 2016 (CNTraveller/Wired/GQStyle/LOVE = projected readership);Google Analytics Mar-May