Leading advertisers connect with viewers and create conversations across high traffic social channels as part of multi-screen campaigns
Australia, Friday 5 June 2014: Multi Channel Network (MCN) today announced Holden, Schwarzkopf, Samsung and Oral B as the new partners for Season 2 of the much anticipated Australian made series, Fashion Bloggers on E! furthering NBCUniversal’s commitment to produce high quality local content.
Fashion Bloggers Season 2 is back by popular demand and premiered last night at 9.30pm on Foxtel’s E! It follows the fast-paced lives of Australia’s top independent fashion and beauty bloggers:
· Amanda Shadforth, Oracle Fox
· Kate Waterhouse, KateWaterhouse.com
· Sara Donaldson, Harper & Harley
· Zanita Whittington, Zanita
· Nadia Fairfax, Fairfax Journal
The new partnerships see some of Australia’s biggest lifestyle brands work with the show’s talent to produce multi-screen campaigns across broadcast, social and digital. Given the program is centred on Australia’s biggest social influencers in the fashion and beauty world, the campaigns will also run across social media channels, leveraging the bloggers’ large digital and social channels.
Chris Taylor, VP of International Television Aus / NZ NBC Universal, said: “When there is a strong fit between the advertiser’s brand and the network’s content, a meaningful connection with consumers can be established. Fashion Bloggers Season 2 will work to strengthen the partners’ engagement with the fashion and beauty community through our influential and prominent talent.”
MCN National Director of Multiply Integration and Content Partnerships, Elizabeth Minogue, said: “These partnerships demonstrate the power of social influence and how it can act as a launch pad for brands to grow their social footprint. Influencers provide inspiration to savvy audiences, and Fashion Bloggers reaches this highly fashion conscious consumer, allowing brands to create content and conversations around trends in beauty and fashion.
“Our aim with brand partners is to be able to provide them with these opportunities, but then to be able to amplify this level of engagement across multiple platforms, including the brand’s owned media, to elevate the message and help drive sales.”
Holden’s collaboration with Oracle Fox’s Amanda Shadforth will help promote the launch of the new Holden Cascada, whilst Schwarzkopf’s partnership with Zanita Whittington will amplify her current Schwarzkopf ambassadorship after Season 1. Viewers will see Samsung ambassador Nadia Fairfax showcase the all-new Samsung GS6 within the program.
In addition to the in-show partners, Oral B has signed a broadcast partnership. Their campaign for Oral B 3D White will feature Sara Donaldson and includes a series of content pieces to be played in and around the show’s airtime to further extend Oral B’s content partnership with her.
Min-Sean Chew, Advertising and Brand Communications Manager, Holden, said: “Holden’s sponsorship of Fashion Bloggers provides the perfect platform to present our gorgeous new European convertible – the Cascada – to a style-focussed audience. By integrating the car and our Cascada Brand Ambassador Alex Davis into the program and across TV, digital and social, Fashion Bloggers perfectly aligns the beautiful Cascada with the life and luxury of the fashion world in an entertaining and natural manner.”
Lauren Gooch, Communications Manager, Schwarzkopf, said: “This year we wanted to focus on building our credentials in what we know best – hair. Teaming up with E!’s Fashion Bloggers and Zanita was a perfect way to strengthen our position within both the fashion and digital space. Through Zanita’s highly engaging, authentic blogging style and significant influence, Schwarzkopf will connect with consumers on a whole new level, providing a captivating experience to build brand perception and drive a stronger connection with our audience to better influence consumer behaviour.”
(02) 9492 1002 / 0452 505 859
About Multi Channel Network (MCN)
Established in 1997, MCN is a joint venture between FOXTEL and FOX SPORTS. MCN is responsible for the advertising interests of 68 television channel brands, 122 websites, 33 m-sites/optimised mobile sites, 59 apps, 3 IPTV services, 3 Digital-Out-Home locations and Qantas In-Flight Entertainment. MCN delivers optimum campaign results for clients by combining high value audiences with an unmatched choice of premium content. MCN specialises in creative solutions, which bring life to ideas and deliver clients a better advertising experience. In addition to being the third largest television network in Australia by commercial audience, MCN has Australia's largest combined online and mobile network in Australia with a monthly online reach of 8.4m unique audiences and a monthly mobile audience of 4.7m. For more information: www.MCN.com.au
About NBCUniversal International Networks
NBCUniversal International Networks is one of the world’s premier entertainment portfolios, delivering quality content and compelling brands to over 176 territories across Europe, the Middle East, Africa, Latin America and Asia Pacific. The channel brands in the portfolio include Universal Channel, Syfy, E! Entertainment Television, 13th Street, DIVA, Studio Universal, Telemundo, The Style Network and Golf Channel. These unique brands deliver a full range of entertainment experiences to local audiences across the globe; the portfolio also includes Movies 24 in the UK. Further, NBCUniversal News Group, one of the most influential and respected portfolios of on-air and digital news properties in the world, operate CNBC and NBC News internationally.
NBCUniversal International Networks is a division of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation.
Laura Douglas, Senior Account Manager
Launch Management Group Pty Ltd
FSA #100, Fox Studios Australia,
38 Driver Avenue, Moore Park, NSW 2021
office: + 61 2 9492 1002
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