Most Improved Campaign Year Over Year
WINNER: Hearst | O, The Oprah Magazine Collection with Talbots
This year, O’s Creative Director Adam Glassman worked with Talbots’ designers to create “Nine Perfect Pieces” that were on trend, versatile and the foundation of every woman’s spring wardrobe. The entire collection supported Dress for Success, and ultimately raised $1.1M for the charity in just 6 weeks time, helping 100,000 women and their families—an increase of 75% YoY in donations, and a 100% increase in the number of women who directly benefitted from the campaign.
An all star cast of influential talent helped to double the media impressions year over year to 229M impressions in 2017. Talent included: Journalist and co-host of The View Sara Haines, Today Contributor Jill Martin, Wellness Expert and Author Hilaria Baldwin and Founder of the 12ishstyle.com Katie Sturino, among others. The program also included an Oprah.com sponsorship, which provided Talbots with 1.4M impressions through video, and coverage across @oprahmagazine, @theRealAdamGlassman and @GayleKing’s Instagram, Twitter and Facebook feeds.