Gloss magazine had a very specific group of readers. I've got the chance to know some of them in a fun focus group. Beauty, work, and fashion were only a few topics that the girls discussed putting the magazine in a 'dear friend' position.
So, for the ad campaign, we assumed that position and became the girls’ best friend in prints, films and in an app integrate with one edition of the magazine. The app allowed girls to share gifts with one another. The ones sharing the most gifts got more perks.
Best Marketing Campaign of the Year at the Abril Marketing Awards.
Best Digital Campaign of the Year at the Abril Marketing Awards.