Cosmo launches influencer network, River Island first retail partner

By

Sandra Halliday

Published
Jan 26, 2017

Cosmopolitan, the biggest magazine brand in the world, has launched an interesting new marketing tool in the UK that can be used by retailers to maximise the impact of their brands by using social media influencers.

The new Cosmopolitan Influencer Network has been unveiled with River island as its first retail partner.

The network is a pool of Millennial influencers, with which clients can exclusively partner to integrate influencer-generated content into their commercial campaigns.

The Hearst-owned magazine said the network will be a continually evolving proposition, which will grow over time.

River Island will be the first client to use the network for its latest denim campaign, which launches next month. The campaign will include four of the influencers – Lottie Murphy (Lifestyle blogger), Hannah Crosskey (A Fashion Fix), Louise O’Reilly (Style Me Curvy) and Monikh Dale (Tres Monikh) – and will allow River Island to gain access to their combined reach of 265,000 followers, and Cosmopolitan’s own multi-platform readership.

The campaign will see influencers sharing a post on each of their social feeds. The magazine will then style them in River Island’s denim collection for a double-page advertorial in the March issue, which the retailer will use on its own digital platforms. Finally, the influencers will also feature on three co-branded videos, which will be shared on Cosmopolitan’s Snapchat Discover platform.