minions case study - uk
TRANSCRIPT
www.stylight .co.uk
Case StudyMinionistas
The Brief
Create a viral fashion content marketing campaign with global newsworthiness
Drive traffic to Stylight’s
globaldomains
Generate links in top publications
around the world both online and offline
Create social media buzz
Build long lasting
relationships with influencers
1. 2. 3. 4.
1Styl ight .co.uk – Case Study: Minions – October 2015
Concept & Strategy
With so much buzz about the Minions© across all types of media sites including fashion, film, tech and lifestyle we knew this topic would be popular but as a fashion platform we also knew that we had to give it a stylish twist.
We wanted to create something fun and irresistibly shareable, so decided to give the fashion elite a yellow makeover to see what they’d look like as Minions!
When it came to choosing a name for the piece we wanted something short and instantly memorable so went with ‘Minionistas’ – a tongue in cheek combination of ‘fashionistas’ and ‘Minions’.
2Styl ight .co.uk – Case Study: Minions – October 2015
Visual Evolution
We kept the drawings bold and eye catching and created an initial campaign featuring 9 of the most iconic fashion influencers around.
We aimed to choose fashion icons who had an instantly recognisable style and really sought to emphasize their distinguishable features within their Minion characters.
Initial Minionista drawings
3
Visual Evolution
It was released in two formats: one table style for press and then a separated style with each Minionista in a square for social media users allowing them to pick and choose their favourite character.
4Styl ight .co.uk – Case Study: Minions – October 2015
Campaign ExecutionThe social ripple
Wed15th
Fri17th
Mon20th
Fri24th
Sun26th
Tue28th
Tue11th
Thu23rd
Sat25th
Mon27th
Fri30th
July 2015
Campaign idea
is born
Second round of design mock ups sent – graphics
style decided on and first Karl
Lager-minion born.
Dedicated PR managers for UK & FR
outreach to journalists in prospective regions.
This worked particularlywell in the UK where we
promoted it as some ‘Friday fun’ on a very
grey, rainy day.
Significant global coverage building up thanks to
German news site Bild and Russian fashion site Buro247
which catapulted the campaign across Eastern
Europe.
Shortly after, every # feed of an icon featured in the
campaign was taken over by The Minionistas .
It soon became clear that both social users and
journalists wanted more Minionistas. With requests
coming in thick and fast we created our follow up
campaign ‘Minionistas #2’ featuring the likes of Iris Apfel and Victoria
Beckham. These requests allowed us to spark conversation with some top online influencers from Nina Garcia, Creative Di-rector of Marie Claire to Karl Largerfeld’s
cat , Choupette.
In addition to the ‘Minionistas #2’ we
also created ‘Minionistas: Blogger
Edition’ featuring top blogger talent
such as Garance Doreand Chiara Ferragni. Our inclusion of iconic menswear blogger Bryan Boy lead to even further influential social coverage from his personal account.
Over the weekend the campaign got picked by
leading online menswear and editorial site Hypebeast - their
Instagram post quickly generated 33k likes and
instantly sparked the use of the ‘#minionistas’ across both
Instagram and Twitter.
Reached out in 11 countries that Stylight is present in.
In the UK, continued to reach out to our core media segment
and fashion titles aimed at ‘Millennial women’ e.g. Cosmo-
politan, Grazia and Look .
Marc Jacobs tweeted his personal Minionista tagging
Stylight to his 3.5 million followers . Creating a snowball effect across social media as
182 people retweeted it .
A second wave of important coverage then came a few days after the
release of our ‘Minionistas #2’ thanks to Victoria Beckham
who both Tweeted and Instagrammed a picture of her Minionista which led to
magazines such asCosmopolitan , Elle and Paper
Magazine picking up the campaign and organically
linking to Stylight .
Campaign featured on German television news show Sat 1 . Offline coverage then began to go in the likes of
UK’s Look Magazine , German InStyle and French-speaking Swiss newspaper
20 Minutes . However, there was notably less offline
coverage as many of the print publications couldn’t keep up with the ever growing social
buzz!
First mock ups are sent by designers
Final artwork
designed
Final artwork
designed
#minionistas
MARC
oui
VICTORIA
August2015
KARL
5Styl ight .co.uk – Case Study: Minions – October 2015
Results so far
The Minionistas was Stylight’s most successful content marketing campaign to date with a reach of 80 million. It was featured on 700+ websites with over 60% of these linking back to a Stylight domain.
They were featured in a huge range of influential publications including 11 Elle regions and 5 Cosmopolitan regions.
Featured on:
Shared by:
Choupette Marc JacobsVictoria BeckhamNina Garcia Karl Lagerfeld
48.5k followers
3.06M followers
8.89M followers
923K followers
3.81M followers
71.3k followers
274k followers
7.1M followers
6Styl ight .co.uk – Case Study: Minions – October 2015
The Minionistas made it all over the worldand were featured in 54 countries worldwide
7Styl ight .co.uk – Case Study: Minions – October 2015
Summary
The Minionistas demonstrated the power of a culturally relevant, easily accessible idea as well as simple storytelling.
The audience of the the campaign was interestingly almost an even split between males and females
Total reach by the start of October was +80 million with 47+ million social media impressions. On Instagram the hashtag ‘minionistas’ was used 400+ times and ‘fashion minions’ 760+ times.
Traffic to the landing page was +400% more than average
Money spent: €150 on thank you doughnuts and cinema tickets to see the Minions film for the team!
41% 59%♂ ♀:
8Styl ight .co.uk – Case Study: Minions – October 2015
“Every time there’s a new minion I have a newfavourite. Tanned Valentino is so good!”
Charlotte Stringer (Head of social media)
“Elle Spain is really picking up on social - already 30 me gustas!”
Martijn Burgman (Head of content & PR)
“ I think I need to go to Minion rehab”
Sian O’Flaherty (UK content manager)
“Jean Paul Gaultier with one minion eye - Genius!”
Sian O’Flaherty (UK content manager)
“This is better than Christmas.”
Charlotte Stringer (Head of social media)
9Styl ight .co.uk – Case Study: Minions – October 2015
One month later
The Minionistas’ populairty is still growing with both our fan base and the media. In fact, our audience is also continuing to develop the campaign themselves, taking it to another level by creating quizzes, purses and even notebooks emblazoned with our designs.
And the reach continues to grow!
10Styl ight .co.uk – Case Study: Minions – October 2015
www.stylight .co.uk
Go to the campaign
(thank you in minion language)
Tank Yu!