In conjunction with its takeover of broadcast rights to “Project Runway,” Lifetime Digital looked to Coyne to create awareness, drive traffic and build consumer credibility for the fashion content at its main online destination, myLifetime.com. Additionally, we took on Lifetime Digital’s other fashion properties, including AlltheLooks.com, a site dedicated to celebrity style and beauty, and Roiworld.com, which is their fashion gaming site. Our efforts garnered 124 stories, both digital trade and consumer, highlighting the myLifetime.com site and its features. Overall, the 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.