Edblad x ELLE

All about the styling

Challenge

Edblad wanted an inspiring and memorable activation for fall 2024 to promote the brand’s new collection and increase the reach and choice of the brand as a whole. The theme of the collection was Festivities in the City and Edblad wanted a mix of channel choices and profiles to highlight and spread the collection, as well as inspire how to enhance their looks with the help of jewelry.

Idea

A powerful and inspiring campaign, divided into two parts, with two established and recognized stylists styling Edblad’s new jewelry collection in their own unique ways. The strength of the campaign was to showcase Edblad’s jewelry in a high fashion context and to leverage the credibility of the stylists, sharing in the content their best tips and tricks to develop the jewelry wardrobe and enhance the look with jewelry.

Target group

ELLE’s target group is fashion-conscious women with a keen interest in design who are happy to pay a little more for quality, stylish design and strong brands. The average age of the target group is 16-44 years.

Objective

Promote Edblad’s fall collection

Increase reach and choice for Edblad

Solution

Stylists Amanda Persson and Sara Biderman played the main roles in the campaign. The focus was on two shoots where each profile styled jewelry from Edblad’s autumn collection into trendy and inspiring looks with a personal story behind each look. The image material together with the stylists’ voices provided content where creativity, inspiration, knowledge and credibility met. The content was adapted for print, website and social media (TikTok) to reach a wide audience. The campaign’s effect was followed up with a RAM measurement – and to strengthen and extend the communication further, Edblad was allowed to highlight ELLE’s product selection from the campaign with the logo “ELLE FAVORIT” in its own communication and in stores. An appreciated extension of the association with ELLE also in Edblad’s own channels.