Page 77 - AdNews Magazine Nov-Dec 2020

www.adnews.com.au | November-December2020 77
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“I’ve got digital staff [who are] very well trained at creating editorially led content to drive consumer purchase and to recommend what consumers would be considering in the online shopping night event,” she says.
“We are well practiced at doing this type of content.”
Vogue is also set to launch an affiliate commerce component to its online platform which will see it individually negotiate with brands the percentage it receives for directing consumers to purchase.
“It’s still at editorial discretion so it’s not bought content,” she says.
“The trust that consumers have about brands is vital in creating an environment where our recommendations are going to be effective in terms of driving transactions.”
Last year, the iconic title also launched its loyalty program for subscribers. Vogue VIP aims to enhance subscriber loyalty and drive brand engagement through exclusive events, special content and premium partnership offers.
It has also been an opportunity to open up dialogue between readers and the Vogue team and add further value for being a loyal subscriber.
“We now have a VIP membership program for subscribers so they can have a direct relationship with us and they can redeem the membership gifts and other opportunities,” says McCann.
“We can see whether it’s through direct communications and emails to us, or whether it’s through their actions — what they’re engaging with and what they’re redeeming. We can see what else is of value to them that we can offer.
“That’s been useful because the only other way you ever heard was through traditional letters to the editor.”
Vogue Codes has been another successful avenue for the fashion title. The event, which went virtual this year, is aimed at motivating women to consider careers in STEM (science, technology, engineering and mathematics).
It’s work like this that McCann says she is most proud of and highlights the breadth of work the Vogue brand does beyond its print format.
“People just want to talk about the glamour and the death of glamour because the headline sounds sexy, but it’s just not the case,” she says.
“My hope is that we can now draw a line under that and it will all be gone. There’s a whole new world to be created.”