InStyle magazine joined forces with White House Black Market, a nationwide chain of more than 300 women’s specialty stores owned by Chico’s, to cross-promote its new “Ultimate Work-Kit.” The kit included various clothing articles that could be mixed and matched to build an “essential” wardrobe for the office. The cross-promotion advertised White House Black Market within the pages of the InStyle Magazine. At the store, shelf talkers, hangers and other materials prominently talked about InStyle Magazine and the fact they they offer advice on the clothing that would be of interest to the WHBM shopper. Both the advertisements and the in-store materials contained Microsoft Tags to be used with a mobile device to launch the campaign. InStyle magazine’s editors provided videos with styling tips as well as instructions about how to combine the pieces in the work kit. Magazine readers see the Ultimate Work Kit and are encouraged to visit the store. Store shoppers are provided with compelling information at the time of purchase with ideas for additional items to purchase. In addition, store visitors who are not InStyle subscribers learn about the benefits of the magazine. The Nellymoser photo gallery allows mobile phone users to see high quality photos of the items in the kit. A simple swipe with a finger moves forward and back between the images in a manner similar to many in-phone applications. Features include sharing on Facebook and Twitter, which gives shoppers an opportunity to tell friends about the Work Kit or to get advice. Additional capabilities include a mobile sign-up form for special offers and a link to the on-line White House Black Market store.

1. TM
We turn action codes into mobile engagement on any mobile phone.
InStyle and White House Black Market :
Integrated In Store, In Book, Social Media Campaign
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515

2. RM1
TM
InStyle with White House | Black Market
• InStyle Magazine
▫ Top 100 magazine
▫ More 1.7 million subscribers
• White House Black Market:
▫ Division of Chico’s FAS Inc.,
▫ More than 350 stores nationwide
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 2

3. Slide 2
RM1 I made the call-outs bullet style
Made the mag a little smaller, not much, so that it did not overwhelm the message
Roger, 4/15/2011

4. RM10
TM
Coordinated In-Book, In-Store and Mobile
In-Book spread attracts readers Mobile experience helps
consumer when help is
wanted
In Store leverages magazine
content
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 3

5. Slide 3
RM10 Nice --- Looks stylish and effective.
Can you incorporate the look in other slides? (I like it when things look like they belong together.)
Roger, 4/15/2011

6. RM3
TM
How The Mobile Experience Engages:
Enhances each item
by providing styling
tips
Captures readers
and shoppers
with interactive
material
Cross promotes all
pieces in the collection
by styling them together
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 4

7. Slide 4
RM3 Can you combine slides 3 and 4?
Too many words in lower right.
Roger, 4/15/2011

8. TM
InStyle Ambassador delivers tips through video
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 5

9. TM
Share the Work Kit
Share on
social media
or opt in for
email offers
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 6

10. TM
Photo gallery presents each piece
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 7

11. RM7
TM
Link to home page to explore and buy online
Web page reinforces the
cohesion of the kit
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 8

12. Slide 8
RM7 I think that you can combine 12-13.
Roger, 4/15/2011

13. RM8
TM
All elements compliment each other
In book and in Customers in
store tags
Mobile engagement
store and online
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 9

14. Slide 9
RM8 Careful about introducting a new arrow type.
Not sure about the arrows from mobile engagement to the store/site. Can't see the direct link.
Roger, 4/15/2011

15. RM9
TM
Nellymoser capabilities utilized by White House
Black Market/InStyle:
• Branded landing page
• High quality mobile optimized video
• High quality image flipbook
• Link to web commerce
• Social network sharing
• Opt-in email data capture
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 10

16. Slide 10
RM9 Not sure what first bullet means.
Not sure what "custom options" means here. This could be standard.
Roger, 4/15/2011

17. TM
Try Nellymoser on your phone:
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 11

18. TM
We turn action codes into mobile engagement on any mobile phone.
Thank you.
For more information, contact us:
www.nellymoser.com
1-781-645-1515
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515