Toni & Guy Fashion Week Drum News

Toni & Guy leverages London Fashion Week sponsorship with online campaign by SAY Media

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By The Drum Team | Editorial

February 23, 2012 | 2 min read

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Toni & Guy has this week unveiled an online ad campaign to promote its sponsorship of London Fashion Week and drive awareness of the Hair Meets Wardrobe Facebook community.

Commissioned by media agency MindShare and created by SAY Media, with a full-screen takeover taking place after users hover over the banner ad for over three seconds.

Giles Tongue, brand manager for Toni & Guy, said: “This is an exciting campaign for us as it provides a really engaging experience for our target audience and draws together all our social media into one area. Contextual advertising has been a really strong performer; it’s a great way to bring our content to our audience in the right place at the right time. In an incredibly short space of time, SAY Media have adapted coverage of our involvement in London Fashion Week, and delivered this quickly to our core target, only possible due to their creative execution, platform, network and determination.”

The site features a series of street video shots with Londoners explaining what they are wearing and how their outfits work with their hair. The ad also links directly through to Toni & Guy’s Hair Meets Wardrobe Facebook page.

Giles Ivey, managing director for SAY Media in the UK, added: “Toni & Guy’s main objective for this campaign is to get people to engage with their brand across their key demographic, so we have chosen a series of websites to run the ad on which contextually offer the brand the best fit with the people they are trying to reach. This includes leading fashion site Fashionista, with which we have an exclusive relationship and which fits perfectly with the brief we have been given.”

Toni & Guy Fashion Week Drum News

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