Held every February and September, New York Fashion Week is one of the largest fashion shows in the world. Tresemme was the official haircare partner of New York Fashion Week in 2016 and wanted to partner with an Australian media publication as part of their NYFW advertising campaign.
Tresemme wanted to spread brand awareness while being simultaneously aligned with fashion related content on Daily Mail Australia.
The solution was a range of interactive pieces of display media advertising for both desktop and mobile platforms that ran across the TV & Showbiz channel of the Daily Mail Australia website.
Both the desktop and mobile advertisements gave readers the option to explore more Daily Mail content similar to the stories they were already reading, whilst providing an option to also visit the Tresemme website to catch up on their coverage of New York Fashion Week.
The ads reached a huge audience with over 1.9 million impressions in total.