How ELLE leverages customer relationships to deepen brand engagement

Abstract

The advent of social media and digital channels means that brands must continuously find new ways to reach their audience. This ever-changing market requires that digital media brands innovate or face irrelevancy. This paper details how ELLE, the global fashion and lifestyle magazine, engages its audience across all platforms to inform marketing, advertising and brand management. It also covers how the magazine’s privately branded online community allows it to monetise the influence of its customers who are active participants in content ideation.