Carnaby Magazine Issue 07 Digital Launch

Having been produced for several years, the Carnaby Magazine is a printed edition that is distributed across London, in Carnaby stores and restaurants.

April 2020 brought the launch of the digital copy which was to be released across Carnaby’s digital channels. My challenge was to project manage the digital debut of the magazine across social media creating a high readership of the digital copy.

The Strategy

Issue 07 of the Carnaby Magazine was jam-packed with exciting content that was ideal for sharing across Carnaby’s social channels so I wanted to utilise this to encourage more landing page views. I started by briefing the Design team to create visually exciting social assets that would encourage a call to action for the viewer to read the magazine. These were then shared across Instagram stories as swipe ups and in paid social campaigns.

Working alongside food photographer Tim Atkins, we captured moving image content of a cocktail to add a new element of creative content that would push people to want to read his feature in the magazine.

When producing the main campaign shoot I took control of the video content. Working with a videographer to capture behind the scenes b-roll, we then storyboarded this into a video that created excitement and hype around the launch of the magazine.

Partnering with the models, photographers, influencers and external suppliers involved in creating the magazine, I ensured they all posted at the same time on launch day to achieve maximum reach and shareability of the magazine.

The combined strategy of creative content, paid social and influencer partnerships led to a successful launch of the online magazine.

Work created during my time at Sister London