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The Business of Fashion

Digital Marketing with Drew Elliott

Drew Elliott’s career at PAPER Communications saw him transition from intern to co-owner and creative director of the renowned New York publishing and marketing company. Perhaps best known for his ability to #BreakTheInternet, initially with a cover concept featuring a naked Kim Kardashian shot by Jean-Paul Goude, which drove over 50 million users to PAPER's online channels, Elliott is increasingly the man the fashion industry looks to for inspiration and innovation in digital marketing. Having honed his craft through career stints at Ketchum Agency and theAudience, Elliott brings a unique blend of experiential, editorial and digital experience to his work. As of October 28, 2019, Drew Elliott is the senior vice president, global creative director of MAC Cosmetics.
Marketing

Digital Marketing with Drew Elliott | Course Overview

The introduction to our Digital Marketing course with Drew Elliott. In this course you’ll learn how to create content that can entertain and engage global audiences, you’ll understand how to conceive, produce, amplify and analyse a digital communications strategy and you’ll take immersive deep dives into essential skillsets: video, influencer marketing, live streaming and social media.

Marketing

Digital Marketing with Drew Elliott | Module 1 - The Magic and Math of Content Strategy

Drew Elliott explains the radical impact of digital channels on the communications industry and how content has become the primary currency of marketing strategy. Here, he introduces his formula of “math plus magic”: which combines creativity and analytics to create excitement and virality.

Marketing

Digital Marketing with Drew Elliott | Module 2 - The Tools You Need to Play the Entertainment Game

The chapter outlines the content toolbox, with deep dives into social media, video, influencers and live streaming. Drew Elliott identifies his key principles for each platform and how best to use the wide-ranging tools available to marketers, from social takeovers to user-generated content.

Marketing

Digital Marketing with Drew Elliott | Module 3 - Break the Internet: The Cadence of the Content Management Cycle

Drew Elliott outlines his four-step model to manage content production, “SPAM”: Strategy, Production, Amplification and Measurement. Each step is illustrated using his #BreakTheInternet campaign with Kim Kardashian as a case study.

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Digital Marketing with Drew Elliott | Module 4 - Don’t Believe the Hype: Navigating Virality

While virality is out of your control, there is a formula to creating content that is capable of going viral. Drew Elliott underscores this distinction and explains the critical success factors to creating the content, including knowing and entertaining your audience, creating a narrative and optimising cadence.

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Digital Marketing with Drew Elliott | Module 5 - It’s Not About Being Famous: How to Become a Content Expert

Drew Elliott identifies key roles in his digital team and how best to structure teams to match the needs of today’s digital landscape, including the creation of project-specific SWAT teams.

Marketing

Digital Marketing with Drew Elliott | Module 6 - What You Need to Remember

Final words of career advice from Drew and key takeaways from the course.

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