I AM PORTER

To promote the launch of the newly released PORTER Magazine, the luxury global magazine powered by the dream that is NET-A-PORTER.COM, the magazine gave readers the opportunity to become their own PORTER cover star by creating an app that allows readers to upload a ‘selfie’ of themselves with the ‘PORTER’ logo emblazoned over the photo. The photo’s are then made easy to share via your own personal social media platforms, and of course carry the all important hashtag, making it easy to search other users creations.

 The app launched back in February, and was designed to create a buzz around the launch of the magazine. It started with the re-creations of the amazing Gisele debut cover, with the headline ‘She’s an Incredible Woman’, where users could win a £5,000 shopping spree on NET-A-PORTER if they took part. To celebrate the launch of the second edition of PORTER and Lady Gaga as the cover star, the ‘I AM PORTER’ app gave users the opportunity to style themselves in one of the superstar’s eight iconic Philip Treacy hats. The photo’s were judged by PORTER Editor-in-Chief @lucy_yeomans and Milliner @philiptreacy1 with the chosen photo winning a one of a kind #ARTPOP hat, created by Philip and worn for one night by Lady Gaga during her 2014 tour season.

Instagram went crazy for this app, and saw my news feed explode with celebrities and friends all giving this a go. The app has a simple user face and in-app camera, making it a quick, easy and fun to do, and being able to share at the click of a button means it exploded.

In true NET-A-PORTER style, this app is incredibly sleek and holds all the same design qualities you’d find on the NET-A-PORTER site. Also in true NET-A-PORTER style this is an excellently executed marketing strategy that built a huge amount of brand awareness and created that much needed buzz around the launch of the magazine. So simple, yet incredibly effective, with the incentives of the shopping sprees and designer hats being the main driver.