Following a successful first edition, ELLE Japon was hoping to super-charge its Women in Society event to gain more participants, raise the interest of additional media and fans, and continue to advance the cause of working women in Japan. Above all else, our aim was to ensure that ELLE Japon was seen as driving the conversation and enabling the solution.
Weber Shandwick’s Consumer team in Japan proposed pre-event activities to highlight ELLE’s ongoing commitment to developing and empowering women. To create dynamic engagement during the event, Weber Shandwick also developed strategic social media and on-site ideas to improve participation levels.
To engage media during the event, our media relations experts invited a diverse and targeted group of key media, encouraging them to not only see Women in Society as an event organised by ELLE Japon, but also understand how dedicated the brand is to women’s empowerment, and building awareness around women’s issues.
We doubled the number of media in attendance and secured excellent coverage across print, online and TV, following the event. The event itself and images were picked up globally, most notably in the UK and North America. More importantly, local articles and social posts focused on the primary message: how to empower working women in Japan – and noted ELLE as the key conversation driver.
Weber Shandwick’s work for ELLE Women in Society was recently selected as the winner in the fashion and beauty category at the 2015 Asia-Pacific Excellence Awards, which honour the most outstanding achievements of communications professionals in their respective fields.
Photo credit: Tsukasa Nakagawa