The publisher will also expand into the world of women’s sports, with special activations planned to coincide with the Women’s World Cup this summer.
A doubling down on live events and Vogue World
The presentation followed just days after The Met Gala, which has grown into an experiential tentpole for Vogue. The event generated 14 billion media impressions, and its live coverage received 329 million global video views and 2.2 billion social impressions, according to Mann.
The company, hoping to build on the success of the fashion extravaganza, last year debuted its first original experiential franchise, Vogue World.
Mann said that Condé Nast plans to host Vogue World on an annual basis going forward, moving cities each time. This year, the event will be a theatrical production held in London, and in 2024 the event will occur in Paris to coincide with the Olympics.
“London is not only the heartbeat of British fashion, but home to a cultural scene that is wonderful, experimental and truly one of the best in the world,” said Anna Wintour, the chief content officer of Condé Nast and the global editorial director of Vogue.
New partnerships reaching new audiences
As an extension of its video efforts, Condé Nast announced a handful of key partnerships with connected television partners and the social platform TikTok.
The company will unveil a brand channel for Architectural Digest on Roku, and it has expanded its roster of streaming partners to include Sling, Amazon Fire and Tubi.
To better reach audiences on TikTok, Condé Nast has also entered into a partnership with the company to execute a campaign with Coca Cola.
TikTok has not previously had a CPM product, although earlier this week it announced its plan to share 50% of the ad revenue generated through its Premium Pulse product with publishers.
New ad products and services
Finally, Condé Nast officially unveiled a handful of new ad products and services that were first reported last year by Adweek.
Inside Story will bring the creativity of the Condé Nast editorial team to bear on its branded content offerings, infusing the campaigns with the same sensibilities its editors bring to their work.
The company also announced the launch of Condé Nast Consulting, which offers brands access to the insights the company has gleaned through its first-party data and decade of digital expertise.
“We don’t make content,” Mann said. “We make culture, and in turn we make history.”
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