The Toni & Guy 'Blogged and Bound' Campaign Uses Online Personas

By: Courtney Scharf - Published: • References: youtube & adverblog
This YouTube spread 'Blogged and Bound' campaign by Toni & Guy harnesses the influential power of Australian fashion bloggers to promote the brand's products.

Giving these bloggers an even greater chance to be heard, the videos feature a number of personalities explaining why they love what they do and how styling and hair plays into their content. Serene to watch and clearly directed at a female audience, this is a clever approach to promotion because followers of these blogs likely have a personal and less corporate connection to these online personalities. By working with more low-profile, yet distinguished celebrities, the company is able to bring an understated but chic vibe to their brand. In addition the cultural connection solidified by this campaign, the videos also strengthen the tie between fashion and hair as complementary industries.

Beautiful, soft and carefully created, this campaign is destined for success. Stats for Blogger Endorsement Campaigns Trending: Older & Mild
Traction: 898 clicks in 118 w
Interest: > 3 minutes
Concept: Blogged And Bound Campaign
Related: 116 examples / 89 photos
Segment: Females, 12-55
Comparison Set: 42 similar articles, including: minimalistic branding campaigns, cross-country docs (sponsored) , and oversized fashionista campaigns.