Charlotte Moore, InStyle’s editor-in-chief, revealed how PRs can partner with the title to create viral digital content at this exclusive Cision briefing.

With help from Josh Newis-Smith, digital fashion and celebrity director, and Chloe Mac Donnell, digital fashion features director, she outlined the best ways for communicators to work with the brand.

“I think it’s tailoring your pitch for the InStyle audience and the InStyle angle,” said Mac Donnell. “The most important thing to remember when pitching to InStyle is that you’ve done your research.”

Newis-Smith added: “The thing with celebrities is it has to work for us, and we need to be able to work together to give it an InStyle twist. It can’t be just a generic thing.”

“Our top performing piece is a Zara Larsson video I did where I got her to sing songs to me in Swedish,” he continued. “That got 1.2 million views on YouTube alone, which makes it our biggest video ever.”

Moore concluded: “Exclusivity is totally different in the digital age. It’s very hard to get something exclusive. But if you get something first – get something early – you’re really going to win at it.”

Click here to see the full write-up and discover the essential PR insights we took away from this exclusive event.

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