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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

Why It’s So Hard to Adopt the Moncler Genius Model

For a rapid-fire collaborations marketing strategy to work, a brand needs more than a highly synchronised plan. It needs the right core product.

How the Company Behind Uggs, Teva and Hoka Makes Ugly Brands Cool

Ugg was once the hottest boot around, before overexposure tarnished its image. Owner Deckers Brands is determined not to make the same mistake with its new hot shoe, Hoka One One sneakers.

How to Advertise in the Digital Age

As Instagram and Facebook become oversaturated and expensive for brands, finding a healthy mix of advertising is becoming harder than ever.

Traditional PR Doesn’t Work Anymore. Here’s What Does.

Designer credits and profiles in glossy magazines don’t move the needle like they once did. Here’s what small and mid-sized brands are doing to build awareness.

Luxury Brands Are Taking Over the Street Art Scene

Music and sportswear companies have been buying graffiti ads for several years. From Gucci to Louboutin, now, the luxury industry is getting in on the act.

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.

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.

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.

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.

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.

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.

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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