DOROTHY PERKINS

As part of our broader social media management work for Dorothy Perkins we've created a blog and a bloggers outreach programme. Called Style Society the blog's objectives are as follows -

• Drive new visitors to dorothyperkins.com

• Generate buzz and WOM around Dorothy Perkins

• Build international awareness of the brand

• Establish relations with UK and international fashion/style bloggers

The Style Society blog is semi-official in tone, to allow it to engage with an audience outside of the norm for DP. It's thematic in style, with the first theme being ‘Going Out, Staying Out’ - which offers entertainment, offers, usefulness and recommendations in the build up to the Christmas party season.

Joining our in-house team of bloggers, we indentified influential guest bloggers who've already been talking about the brand, inviting them to submit content for the Style Society blog. We've had a great response with in-coming content from bloggers in more than 20 countries. While we don't insist that they cover Style Society on their own high-traffic blogs this, of course, is a relatively natural outcome of establishing these relationships and has resulted in profile-building coverage.

Driving the initiative through to point-of-sale, each blog post concludes with a 'Get The Look' recommendation, suggesting/linking to products relevant to the content from the DP range.