For anyone who has tuned into this season’s episodes of Fashion Bloggers, you would have noticed the show has fully embraced the practice of integrated content.
The TV network behind the show, MCN, is showing its forward-thinking by getting the talent (fashion bloggers Amanda Shadforth, Zanita Whittington, Nadia Fairfax, and Sara Donaldson) to team up with key brands to go beyond the commercial.
While you will still spot the girls fronting their respective brands during the ad breaks, the bloggers will also be extending these brand partnerships through to their blogs and social media platforms, and they will even be integrated into the actual Fashion Bloggers show itself.
By teaming up with influencers and delivering multiscreen solutions, MCN is offering a much broader sales pitch to the brands involved, which include the likes of Schwarzkopf, OGX, Oral-B, Samsung and Holden.
“We know social influencers are hugely important in today's media mix, so whether those influencers are bloggers or celebrities, broadcasters or just operating in a digital native capacity...they have an influence,” MCN national director of multiply integration and content partnerships Elizabeth Minogue tells AdNews.
“I think brands are tapping into the idea that these influencers have a lot of power in communicating the message to their target audience, and they've been doing it pretty well. The brand doesn't have to be front and centre in that… it's more of a subtle thing and I think brands are seeking that.”
Image: Instagram.com/NadiaFairfax
