Client:
Elle Mexico (Grupo Expansión)
Elle Mexico:
I joined Elle's team as Multimedia Coordinator when the brand was building its digital team and about to launch the first beta site, evolving from a print-media-only brand to one with a digital presence. As we prepared for the website's hard launch, I worked closely with a cross-functional team of developers, editors, and a commercial team, designing the website's user interface and the brand’s social media presence.
As part of my work, I created web brand guidelines that included all the UI elements, such as buttons, fonts, and photo styling. This was used as a guide for the editors and writers who updated the website daily, and it was an important factor in creating a strong, coherent identity.
I also created a digital identity on social media that transformed the aspirational content into a fun and exciting one, helping the brand achieve its goal of engaging more with a younger audience with inspiring, fresh, and playful content. This exceeded the goal of not only having a digital presence, but it became relevant and positioned Elle as a reference in the sector and was replicated worldwide. In the long term, as the visuals I created gained more views and had a greater impact on the user, we were able to create commercial alliances and sell them as paid content, increasing revenue for the brand.
After the website's launch in January 2015, the objective was to reach an average of 700k monthly unique users by December of that same year; the record was reached and surpassed in the first 8 months, reaching an average of 950k monthly unique users and 5 million unique users in total by August 2015.
In less than 4 months, we surpassed our main competitor, Vogue.es. 80.6% of the website's visits came through social media, so part of this success was the social media strategy, which was to use visible CTA and illustrated posts that promoted the engagement, shares, and likes of the audience.
By August the amount of followers was 472, 082 on Facebook.
