George at Asda

Publicis Blueprint developed a content-hub strategy for the George fashion brand to ensure consistent, compelling content across the customer journey. Content was repurposed for a wide range of channels, from Asda Magazine editorial and the George website to social media, national press advertising and billboards. The brand experienced huge growth in new customers to its website and sales increased by 190 percent.

Type of content
Multiplatform: print magazine, online hub, billboards and social 

Sector
Retail 

The role
As part of my deputy editor role at Publicis Blueprint, I was responsible for overseeing copywriting and subbing for George branded content and ensuring a consistent tone of voice across all channels. ​​​​​​​
Our content team helped the George fashion brand increase sales by 190 percent thanks to a new content strategy that reached more customers
Magazine layouts were designed to look like popular fashion titles like Cosmopolitan and Glamour to make sure our content looked on-trend
A content hub approach created consistency across all platforms, from the look and feel of images, to brand guidelines and tone of voice
YouTube videos showcased new seasonal collections and designs and were great for reaching younger customers who enjoyed the platform
Many of the summer fashion shoots were done in South Africa and Cuba as sunny weather could be guaranteed and less likely to get cancelled
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