Everybody's In
InStyle Magazine brings together the best of high fashion to enhance the lives and individual style of women.
Their main focus is to champion individual style by encouraging their readers to express their unique taste, try new things, and focus on what really works for them.
They only include fashion that they'd recommend to their best friend and give beauty advice that is positive and affirming.
About The Role
I worked at InStyle Mexico from March 2015 to December 2015 as their Social Media and Digital Coordinator.
I was in charge of publishing content on Facebook, Instagram, Twitter, Pinterest, and Youtube, and community management. I was also a key writer for their website, InStyle.mx.
I loved rolling up my sleeves and thrived on working in a high-paced environment. It was definitely one of the most rewarding experiences that I've ever had.
Responsibilities
In 2015, InStyle's most important social media channels were Facebook and Twitter. As one of the leading magazines in Mexico, our job was to deliver breaking news, latest trends, and celebrity news before anyone else.
We used to post between 8 to 10 times a day on both platforms, with 80% of the content linking to the website.
This meant that we had to pump new content around the clock. We roughly needed 56 new articles every week. I used to coordinate the fashion and beauty teams to create stand-out content for our online readers and my priority was to generate traffic from social media.
I was also in charge of getting behind-the-scenes content of our cover shoots, fashion week and events from sponsors.
Behind-the-scenes cover shoot featuring Maite Perroni. Image taken by me.
Articles
Throughout the time I worked at InStyle Mexico, I produced over 150 articles for the digital magazine. From breaking news to entertainment pieces, tips, and tricks to coverage of live events like Cannes Film Festival, The Emmys, and Victoria's Secret Fashion Show, my job was to publish trending stories in the digital space.
In January 2019, after 12 years of running the magazine, Grupo Expansion discontinued InStyle Mexico. The publishing house deleted all the content in their digital platforms, including their website and social media channels. Luckily, I was able to compile screenshots of my work before they were removed.
Chris Hemsworth promoting his 2015 film 'In The Heart of The Sea' and his partnership with Buchanan's
Article published on what would've been his 69th birthday. The emphasis was on his contribution in fashion and music, as well as how he shaped the landscape for live events.
An article on Murad Osmann's Instagram account
Chris Hemsworth promoting his 2015 film 'In The Heart of The Sea' and his partnership with Buchanan's
InStyle Mexico was later acquired by Business and Luxury Media Group, and the magazine was relaunched in May 2019.
To this day, I am still in contact with the Editor-in-Chief, Karla Jauregui. In January 2020, I wrote an article for them about the Australian Bushfires. If you are a fluent Spanish speaker, you can read it here.
Highlight
The Launch of Instyle.mx
Prior to September 2015, InStyle Mexico hosted its digital content under a section on WHO Magazine's website (they both belonged to the same publishing company - Grupo Expansión).
Grupo Expansión organised a massive launch for InStyle's own website - InStyle.mx. The site went live on September 3rd, aligning with the release of their September issue (which is fashion's most important issue of the year).
The cover featured Belinda, actress, singer, and one of Mexico's most-followed celebrities. She was also the ambassador for the campaign.
The concept behind the launch was "The Best Version of Myself", which refers to InStyle's mission to empower women but also the magazine's better version of itself, now digital.
The Campaign
We organised a photoshoot event at InStyle's HQ on the day of the launch. We invited celebrities, influencers, bloggers, and subscribers of the magazine to enjoy a day of pampering.
The aim of the launch was to:
- Generate traffic to InStyle.mx.
- Generate the most amount of reach.
- Generate engagement.
- Increase brand awareness and position the magazine as the go-to reference in beauty and fashion.
The focus of the event was to take a photo with a piece created by urban artist Aimah, upload it to Instagram, Facebook and Twitter with the hashtag #LaMejorVersionDeMi (The Best Version of Myself).
The Roled That I Played
Our goal was to generate as much buzz as possible. Throughout the day I captured behind-the-scenes content for social media, especially when celebrities came in. This incentivised readers to come to our offices to be a part of the campaign.
Results
72,000,000
Impressions on Social Media.
6,223
Mentions Across Twitter and Facebook.
4,000
Unique Visitors in The First 3 Days.
2,931
New Followers on The Day of Launch
#2
Trending Topic on Twitter
