E! Style Collective brings together a group of today's leading influencers from the beauty, fashion and lifestyle realms to curate behind-the-scenes stories and grant exclusive insider access. E! Style Collective is the premier voice for celebrity fashion, must-have beauty trends and everything in between. Our collective is connected, in-the-know and ready to share secrets throughout the year.
The E! audience is heavily engaged with our mobile products, especially during red carpet events as they seek out a more immersive content experience to compliment the lean-back viewing experience on-air. To harness this highly engaged mobile audience for the E! Style Collective program, we leveraged our brand new InFeed and In-Line Video native mobile products to drive users to ESC content. InFeed is a new native mobile content unit that is prominently placed in users' news feeds within the E! mobile web and App products. InFeed promotes and pushes users to key ESC content priorities helping our users discover and engage with new ESC content. In-Line Video is an auto-play, pre-cached video product that was used to distribute ESC custom video within the E! App news feed, creating a rich, no-buffering video viewing experience optimized for mobile. The use of our brand new InFeed and In-Line Video mobile technologies made the E! Style Collective program incredibly successful on mobile.
As part of the E! Style Collective, Eonline created numerous beauty how-tos of the red carpets leading beauty trends which were supported and distributed by multiple platforms via on-air, online and social (twitter, facebook + pinterest). A big focus of the campaign was tailoring content for our mobile audience given the larger increases in mobile usage.
