minions case study - uk

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’.


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.


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


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


The Minionistas made it all over the worldand were featured in 54 countries worldwide


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%♂ ♀:


“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)


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!


www.stylight .co.uk

Go to the campaign

(thank you in minion language)

Tank Yu!

http://love.stylight.co.uk/work/the-minionistas/

minions case study - uk

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