22 Jun 2012
0
3677
38

Toni & Guy get Blogged & Bound

Toni & Guy have turned to the fashion blogging community to help promote the brand and its philosophy 'Hair Meet Wardrobe’ with a visually striking transmedia campaign. 

The brand has created a content platform around the Hair Meet Wardrobe philosophy, which aims to champion self-expression and exploit the link between hair and fashion. Toni & Guy have enlisted 20 influential Australian fashion bloggers and invited them to share their own interpretations of the brand's philosophy. 

The result is a published book, Blogged & Bound, which features a collection of striking images of the bloggers along with interviews and thoughts from the bloggers. The bloggers have been preened to the max by Toni & Guy stylists with the brand's latest product range and you can tell, these glossy, colour drenched images feature the shiniest hair you'll have seen since you last laid eyes on a hair product commercial. 

The book, which is available in print and online, features QR codes which enable readers to click through to the series of online films hosted on a dedicated YouTube channel. There's also a dedicated website and links to the online book.

The campaign is "a tribute to the new faces of fashion emerging from the blogosphere, celebrating the fusion of hair and wardrobe and the crucial role this plays in creating individual style."

  • Verdict 

This campaign reveals the evolution of the product campaign, for too long we've seen the same shiny, glossy images of bright coloured hair. In this way, this campaign and its engaging content is a fabulous step forward and one which is guaranteed to engage the target market – this is evident in the video views.

Tony & Guy are clearly seeking to position 'hair' as an important accessory to a fashion look, changing behaviour from getting your hair done once every couple of months, to as often as you change your outfit. They've gone straight to the new influencers of behaviour, fashion bloggers to spread this thought. And they draw credibility from the influence these people now wield, especially with people who are into fashion, change their wardrobe regularly, and potentially change their hairstyles frequently.

However, there's nothing revolutionary about the idea of a brand using bloggers. In the words of one of the bloggers Jasmin Howell, “It isn’t new for bloggers to collaborate with brands but the creativity and individualism of each shot and each video captured in the Toni & Guy Blogged & Bound project has taken things to another level. From the start of the project the focus wasn’t on endorsement, it was on each individual blogger and their influences. I think the book and videos capture this perfectly.”

I tend to agree with Howell to some extent, Toni & Guy have created a great resource and strong content platform. The strategy to engage the fashion industry by replicating glossy fashion shoots is smart. The content is interesting enough and there’s enough to keep people engaging with the platform. I can't help but wish there was more depth and more to explore. This feels like a nice campaign but once it’s finished there’s no reason to continue engaging with the content, which feels like a lost opportunity. 

This is a smart strategy from Toni & Guy, the fashion savvy of the bloggers will add kudos to the brand and by creating something so glossy and consumable it will be certain to gain strong awareness among fashion 'luvies'. If they can keep their audience engaged this could become an excellent platform for the brand.

  • Review

A smart strategy and solid execution of this idea. I'd like to see Toni & Guy build on this campaign, maintain the engagement and create a content platform.

I give it 3 stars. 

  • Brand: Toni & Guy
  • Creative Company: JWT

Share

Comments

vaaaasssyi

26 May 2017


http://pesok.f-besedka.ru/
Вновь открыл для себя сервер заказать песок на стройку поделюсь с тобой


водонаева новости 2015
vbvvrt




http://pinkommunication.it/index.php?option=com_k2&view=itemlist&task=user&id=80188&lang=it
Летом сделал сервис как приготовить шашлык зацени находку


http://www.areter.com/space-uid-377126.html
Отродясь услышал вебсайт дверных ручек ступайте со мной


В этот день обнаружил ресурс по железным дверям рекламирую его
http://world-bets.org/index.php?subaction=userinfo&user=mettttaaallldve


http://shortislamiccourses.com/members/peeeerrreenned/profile/
Отродясь создал адрес как перепланировать жилье рега не нужна


http://www.057995.com/home.php?mod=space&uid=23023
Весной показал домен пирсинг ушей и носа пойдемте туда же



в процессе эксплуатации электроустановок контролируют температуру
Maziosnurn

23 May 2017

cialis 20mg review administrators
[url=http://viagra-withoutdoctors.com]viagra without a doctor prescription
[/url] cialis nbs.cgi
viagra without a doctor prescription
- what happens if a woman takes cialis what happens if a woman takes cialis
cialis vs viagra ibbs.cgi
diiiddzzz

22 May 2017

ип как покупать товар оптом


http://sdam-ekzamen.ru/
Перекусив, разведал источник билетов экзаменов зарегистрируйся


vvvvvzz


На страх и риск сыскал ресурс с советами по готовке мяса в паутине
http://semconsultants-asia.com/smf//index.php?action=profile;u=4681



Глотнув чаю, насерфил домен решебников для школьников попереписываемся?
http://www26138cn.2050c.552baby.com/home.php?mod=space&uid=232228



Позавтракав, выявил сервис по ремонту электронной книги в интернете
http://ogorozhi.org.ua/user/vsssseeeknigg/


покупка квартиры с мебелью как оформить
Jazeschaiz

21 May 2017

cialis dose mg contact info
[url=http://viagra-withoutadoctors.com]viagra without a doctor
[/url] cialis coupons for walgreens my groups
viagra without a doctor
- cialis arrythmia
can you buy cialis in hong kong
BillyzTOG

12 May 2017

viagra soft drug interactions
[url=http://viagra-withoutadoctor.net]viagra no prescription
[/url] viagra and alcohol mix registered users
viagra without a doctor prescription
- viagra 20mg dosage the team
gallery menalto viagra
Hozarddauts

12 May 2017

trimix for ed
[url=http://viagra-withoutdoctor.net]viagra without prescription
[/url] viagra 5mg generic you cannot reply to topics in this forum
viagra without a doctor prescription
- viagra prezzo
norvasc viagra interact
VicenteNom

30 Apr 2017

j http://genericialischeap.com cialis 20mg [url=http://genericialischeap.com]generic cialis[/url] ranitidine toddler cialis pills
ClyzeSwosy

25 Apr 2017

failure of cialis to work
[url=http://cialiswithoutdoctor.org]cialis without a doctor's prescription
[/url] viagra 5mg canada jump to
cialis without a doctor prescription
- viagra online reviews
illiterate viagra spam
ZatrickHob

21 Apr 2017

cialis without prescriptions
[url=http://cialiswithoutadoctor.org]cialis without a doctor's prescription
[/url] cialis who is online
cialis without doctor prescription
- generic cialis pro 20 mg x 20
viagra, cialis, genuine generic
Felix

13 Apr 2017

http://www.sophiechassat.com
Trenzcot

13 Apr 2017

viagra pills for men you have posted in this thread
[url=http://viagra-withoutadoctor.com]viagra no prescription
[/url] viagra diuretics
viagra without a doctor prescription
- mix viagra viagra safety
viagra online buy adobe clinic generic illustrator time trademarks forum
BranzonTam

6 Apr 2017

buy levitra online usa
[url=http://levitra20mg-usa.net]levitra 20 mg
[/url] buy levitra plus levitra for
levitra 20 mg
- levitra 10mg side effects last post
buy levitra online e-mail address
Ppshep

4 Apr 2017

oelsel [url=http://buytadalafilmh.com]buy tadalafil[/url]
Zazhep

4 Apr 2017

tboundm http://buytadalafilmh.com
Dgyhep

4 Apr 2017

bto-morrowo buy tadalafil
Denzissip

29 Mar 2017

viagra online pharmacy rx no prescription
[url=http://viagra-withoutdoctorsprescription.net]viagra without a doctor prescription
[/url] viagra 10mg cost location
viagra no prescription
- buy viagra uk 99
viagra 20mg coupons posts
Tyrozediomo

28 Mar 2017

ciallis viagra sialis
[url=http://viagrawithoutdoctorsprescriptions.net]viagra without a doctor prescription
[/url] viagra side effects wiki joyfulyy.cgi
viagra without doctor prescription
- viagra and alcohol mix register
onset and duration of action viagra viagra levitra
Lily

27 Mar 2017

cette eglise peinte par Giotto, il s'est trouve un autre ane bate qui l'a fait badigeonner tout entiere, afin de
lui donner du jour; tout entiere, je me trompe: une belle Vierge, une sainte madone, une de
ces figures tristes et candides comme les faisait Giotto,
a echappe au vandalisme. http://www.sophiechassat.com
QebMum

22 Mar 2017

jrepeatedj viagra online bspiritp [url=http://viaonline24.com/]viagra[/url] gtillb
paavacy

22 Mar 2017

jraisedi http://viaonline24.com/ zfancyi [url=http://viaonline24.com/]viaonline24.com[/url] xlawh
IxgMum

22 Mar 2017

gevenu http://viaonline24.com/ wwatchr [url=http://viaonline24.com/]cheap viagra[/url] wgirlsd
Jamizepaymn

13 Mar 2017

cures for ed
[url=http://cialiswithoutdoctorsprescription.org]cialis without a doctors prescription
[/url] daily cialis generic
cialis without a doctor's prescription
- cialis 80mg
5mg cialis
Edgazmob

8 Mar 2017

what works best levitra or levitra
[url=http://levitra20mg-us.org]levitra 20mg
[/url] levitra vs levitra prices messageboard.html
levitra 20 mg
- buy levitra doctor online
levitra uk prices
SamzyBax

3 Mar 2017

viagra generic reviews system information
[url=http://viagra-withoutdoctorsprescription.org]viagra without a doctor prescription
[/url] "viagra"
viagra without a doctor prescription
- viagra in australia
viagra 20mg reviews
Fernizmalty

2 Mar 2017

canadian pharmacy cialis professional posts
[url=http://cialiswithoutdoctorsprescriptions.org]cialis without a doctor's prescription
[/url] cialis trials women
cialis without a doctor prescription usa
- how soon does cialis work light.cgi
cialis 5 mg online delete all board cookies
Dawizoweve

2 Mar 2017

liquid viagra
[url=http://viagra-withoutadoctorsprescriptions.org]viagra without a doctor
[/url] viagra total posts
viagra without a doctor prescription
- viagra cost per pill moderators
viagra safety
Juztindiunk

20 Feb 2017

related:www.levitra.com/ levitra
[url=http://levitra20mg-online.org]levitra 20 mg
[/url] ibuprofen levitra contraindications
levitra 20 mg
- levitra 40 mg
like levitra for heart help that ins pays
Gilberzchuth

20 Feb 2017

levitra for women groups
[url=http://levitra20mg-usa.org]levitra 20 mg
[/url] ibuprofen levitra contra indications
levitra 20 mg
- levitra pills cheap vbulletin solutions
canadian pharmacy levitra professional delete all board cookies
DelmezFunty

17 Feb 2017

approval viagra
[url=http://viagrawithoutadoctorsprescriptions.org]viagra without a doctor prescription usa
[/url] viagra dosage side effects advanced search
viagra no prescription
- ''viagra best effective''
viagra 20mg side effects in total there are
ZachezyCrign

16 Feb 2017

viagra online usa forum contains no new posts
[url=http://viagra-withoutadoctorprescriptions.org]viagra without a doctor prescription
[/url] viagra for women blogs linear mode
viagra no prescription
- viagra generics search titles
viagra 10mg all times are utc
Edzininvag

9 Feb 2017

cialis no prescription express delivery
[url=http://cialis-walmart.org]cialis over the counter at walmart
[/url] uk cialis onlineclinic
cialis over the counter at walmart
- cialis generic dangers
generic cialis tadalafil low prices
LuciuzCor

8 Feb 2017

buy online shop female cialis
[url=http://cialiswalmart.org]cialis over the counter at walmart
[/url] how to buy cialis online
cialis over counter walmart
- herbs for ed
ticket cialis
NorzanFloxy

8 Feb 2017

lilly cialis saudi
[url=http://pharmshop-online.com]generic cialis[/url] cialis 20mg pills memberlist
generic cialis - cialis and alcoholic drinks e-mail address
cialis for women reviews occupation
Zilliamhepay

20 Jan 2017

cialis online overnight view all
[url=http://cialis-withoutdoctorsprescriptions.org]cialis without a doctor's prescription
[/url] cialis us pharmacy
cialis without prescription
- cheap cialis tadalafil generic
cialis coupon previous next
LazryApade

19 Jan 2017

cialis for women results show posts
[url=http://cialiswithoutadoctorsprescription.org]cialis without a doctor's prescription
[/url] cialis side effects forum profile
cialis without a doctor's prescription
- buy cialis with paypal
cialis and alcohol interaction username
Jazonacant

19 Jan 2017

viagra 5mg cost it is currently
[url=http://viagra-withoutdoctorprescriptions.org]viagra without doctor prescription
[/url] buy viagra online no prescription
viagra without prescription
- viagra generic reviews similar threads
best price for viagra canada
AaronzDuh

17 Jan 2017

viagra generic online
[url=http://viagra-withoutdoctorsprescriptions.org]viagra without a doctor
[/url] viagra 5mg cost sort by
viagra without a doctor
- buy viagra and pay with pay pal
celis
Melzinglype

13 Jan 2017

cialis information uk log out
[url=http://pharmshop-online.com]generic cialis[/url] cialis 20mg review joined
generic cialis - related:www.cialis.com/how_cialis_help/once_daily_use.jsp cialis
cialis for daily use reviews similar threads

Add your comment