2. The Brief
Create a viral fashion content marketing campaign
with global newsworthiness
Drive traffic to
Stylight’s
global
domains
Generate links in
top publications
around the world
both online
and offline
Create social
media buzz
Build
long lasting
relationships with
influencers
1. 2. 3. 4.
1Stylight.co.uk – Case Study: Minions – October 2015
4. Visual Evolution
We kept the drawings bold and eye catching and created an initial
campaign featuring 9 of the most iconic fashion influencers around.
We aimed to choose fashion icons who had an instantly recognisable style
and really sought to emphasize their distinguishable features within their
Minion characters.
Initial
Minionista
drawings
3
5. Visual Evolution
It was released in two formats:
one table style for press and then a separated
style with each Minionista in a square for social
media users allowing them to pick and choose
their favourite character.
4Stylight.co.uk – Case Study: Minions – October 2015
6. Campaign Execution
The social ripple
Wed
15th
Fri
17th
Mon
20th
Fri
24th
Sun
26th
Tue
28th
Tue
11th
Thu
23rd
Sat
25th
Mon
27th
Fri
30th
July 2015
Campaign
idea
is born
Second round of
design mock ups
sent – graphics
style decided on
and first Karl
Lager-minion born.
Dedicated PR
managers for UK & FR
outreach to journalists in
prospective regions.
This worked particularly
well in the UK where we
promoted it as some
‘Friday fun’ on a very
grey, rainy day.
Significant global coverage
building up thanks to
German news site Bild and
Russian fashion site Buro247
which catapulted the
campaign across Eastern
Europe.
Shortly after, every # feed of
an icon featured in the
campaign was taken over by
The Minionistas.
It soon became clear that
both social users and
journalists wanted more
Minionistas. With requests
coming in thick and fast
we created our follow up
campaign ‘Minionistas #2’
featuring the likes of Iris Apfel and Victoria
Beckham. These requests allowed us to
spark conversation with some top online
influencers from Nina Garcia, Creative Di-
rector of Marie Claire to Karl Largerfeld’s
cat, Choupette.
In addition to the
‘Minionistas #2’ we
also created
‘Minionistas: Blogger
Edition’ featuring
top blogger talent
such as Garance Dore
and Chiara Ferragni. Our inclusion of
iconic menswear blogger Bryan Boy
lead to even further influential social
coverage from his personal account.
Over the weekend the
campaign got picked by
leading online menswear and
editorial site Hypebeast - their
Instagram post quickly
generated 33k likes and
instantly sparked the use of the
‘#minionistas’ across both
Instagram and Twitter.
Reached out in 11 countries
that Stylight is present in.
In the UK, continued to reach
out to our core media segment
and fashion titles aimed at
‘Millennial women’ e.g. Cosmo-
politan, Grazia and Look.
Marc Jacobs tweeted his
personal Minionista tagging
Stylight to his 3.5 million
followers. Creating a snowball
effect across social media as
182 people retweeted it.
A second wave of
important coverage then
came a few days after the
release of our ‘Minionistas #2’
thanks to Victoria Beckham
who both Tweeted and
Instagrammed a picture of
her Minionista which led to
magazines such as
Cosmopolitan, Elle and Paper
Magazine picking up the
campaign and organically
linking to Stylight.
Campaign featured on
German television news show
Sat 1. Offline coverage then
began to go in the likes of
UK’s Look Magazine,
German InStyle and French-
speaking Swiss newspaper
20 Minutes. However, there
was notably less offline
coverage as many of the print
publications couldn’t keep up
with the ever growing social
buzz!
First mock ups are
sent by designers
Final
artwork
designed
Final
artwork
designed
#minionistas
MARC
oui
VICTORIA
August
2015
KARL
5Stylight.co.uk – Case Study: Minions – October 2015
7. Results so far
The Minionistas was Stylight’s most successful content marketing campaign
to date with a reach of 80 million. It was featured on 700+ websites with
over 60% of these linking back to a Stylight domain.
They were featured in a huge range of influential publications including
11 Elle regions and 5 Cosmopolitan regions.
Featured on:
Shared by:
Choupette Marc JacobsVictoria BeckhamNina Garcia Karl Lagerfeld
48.5k
followers
3.06M
followers
8.89M
followers
923K
followers
3.81M
followers
71.3k
followers
274k
followers
7.1M
followers
6Stylight.co.uk – Case Study: Minions – October 2015
9. Summary
The Minionistas demonstrated the power of a culturally
relevant, easily accessible idea as well as simple storytelling.
The audience of the the campaign was interestingly
almost an even split between males and females
Total reach by the start of October was +80 million with 47+ million
social media impressions. On Instagram the hashtag ‘minionistas’
was used 400+ times and ‘fashion minions’ 760+ times.
Traffic to the landing page was +400% more than average
Money spent: €150 on thank you doughnuts and cinema tickets
to see the Minions film for the team!
41% 59%♂ ♀:
8Stylight.co.uk – Case Study: Minions – October 2015
10. “Every time there’s a new minion I have a new
favourite. Tanned Valentino is so good!”
Charlotte Stringer (Head of social media)
“Elle Spain is really picking up
on social - already 30 me gustas!”
Martijn Burgman (Head of content & PR)
“ I think I need to go
to Minion rehab”
Sian O’Flaherty (UK content manager)
“Jean Paul Gaultier with one
minion eye - Genius!”
Sian O’Flaherty (UK content manager)
“This is better
than Christmas.”
Charlotte Stringer (Head of social media)
9Stylight.co.uk – Case Study: Minions – October 2015
11. One month later
The Minionistas’ populairty is still growing with both our fan base
and the media. In fact, our audience is also continuing to develop
the campaign themselves, taking it to another level by creating
quizzes, purses and even notebooks emblazoned with our designs.
And the reach continues to grow!
10Stylight.co.uk – Case Study: Minions – October 2015
