ISSUE:
Lifetime Digital looked to Coyne PR to create awareness, drive traffic and build consumer credibility for the fashion content at its main online destination, myLifetime.com, as well as its other fashion properties, including AlltheLooks.com, a site dedicated to celebrity style and beauty, and Roiworld.com, Lifetime Digital’s fashion gaming site.

IDEA:
Coyne PR and Lifetime Digital capitalized on the launch of Lifetime’s official show site for its newly-acquired hit “Project Runway,” targeting national fashion, pop culture and television reporters and bloggers, as well as local media in each of the designer’s home markets, to drive the media and their readers to the content-rich destination for exclusive video and interactive elements showcasing the show’s 16 designer hopefuls. Additionally, Lifetime Digital created an Interactive Voice Response (IVR) message, featuring fashion guru/host, Tim Gunn, for which Coyne PR sent personalized e-mail IVRs to influential fashion reporters and bloggers.

Lifetime Digital continued to root itself in the fashion community by partnering with famed fashion designers David Meister and Norma Kamali to promote AlltheLooks.com and Roiworld.com.

AlltheLooks.com teamed up with Meister to offer online media and tastemakers special insight into the creative minds of fashion’s top celebrity designers. Coyne PR, working with AlltheLooks.com’s digital agency, hosted a cocktail party at David Meister’s studio for influential bloggers and magazine editors, where Meister previewed the hottest looks coming to this year’s red carpet events and dished insider tips and trends for the everyday woman.

The fashion-forward designer Norma Kamali worked with Roiworld.com to simultaneously launch her much-anticipated Spring Collection for Walmart during NYC Fashion Week via an online game, giving fashion gamers the opportunity to view and purchase the clothes debuting on the catwalk before anyone else—a first in the fashion world.

IMPACT:
Lifetime Digital’s launch of the “Project Runway” show site on myLifetime.com broke all company records, including unique monthly and daily visitors, unique monthly and daily page views and most videos streamed during a month. Coyne PR garnered 124 stories and more than 15.8 million impressions highlighting the myLifetime.com site and its features.

The overall Lifetime Digital fashion campaign generated more than 22 million impressions and 208 stories and generated significant buzz for Lifetime Digital proprieties in the fashion community, as well as creating technology, pop culture and TV industry news. Highlights of the coverage included Women’s Wear Daily, USA Today’s “Lifelines,” USAToday.com’s “PopCandy,” Redbook.com, FamilyCircle.com, TV Guide, Associated Press, Broadcasting & Cable, Mediaweek, Paidcontent.org, Los Angeles Times and Buzz Sugar.