Briefly… Estée Lauder has chosen daily iPad newspaper, iMaverick and its website Daily Maverick, as part of their ‘Holiday Style, Perfect Gifts’ campaign. Estée Lauder is targeting Maverick readers across the various publishing platforms in what could be seen as an unusual choice for a beauty brand. The campaign spans the Daily Maverick First Thing newsletter, the Daily Maverick website and the ground-breaking iPad daily, iMaverick. Creative material was specifically designed for iMaverick that includes full-page adverts, as well as the Fragrance TV advert, Sensuous Nude.
“The Daily Maverick has positioned itself very quickly as a media title with a difference, who is not afraid to innovate. Permanent Innovation and creativity is a key imperative for us, and we are continuously seeking new ways to engage consumers, whilst remaining true to our core values,” says Bruno Bertrand, Corporate CRM and Digital Executive at Estée Lauder.
Bertrand explained the rationale of selecting the Daily Maverick and iMaverick platforms: “The flexibility and willingness of the management team to trial new and innovative campaigns that take advantage of the 100% share-of-voice exposure that advertisers receive on the various platforms, was key factor for us. The opportunity to take advantage of the creative leeway of the iPad, where multi-media and full-page adverts can be used, was also very enticing.”
Styli Charalambous, iMaverick and Daily Maverick CEO says: “We’re thrilled to have an international brand like Estée Lauder choose Daily Maverick and iMaverick for part of this campaign. We created both publications with a view to providing premium brands a glossy magazine advertising space in a digital format.”
