The Teen Vogue “Go Glossy” Campaign

Go Glossy is an integrated marketing campaign I created in my high school DECA program to promote the relaunch of Teen Vogue’s print edition. My team’s comprehensive project went on to place 1st at Kansas State DECA and in the Top 10 at DECA Internationals. As of 2018, Teen Vogue only produces online content, so we thought, what would it be like if they were to relaunch their famed print magazine? Thus the campaign was born.

Physical magazines were such a big part of all of our childhoods, so we aimed to create marketing that touched on the emotional connection one has when a fresh, hard copy of Teen Vogue arrives in the mail. Thus, the Go Glossy campaign was born.

The three main goals of the campaign were to to create hype around the reintroduction of the Teen Vogue glossy, communicate the value of print-based media, and sustain high print sales following the launch. We did this through a combination of print media, digital/social media, influencer marketing, a launch party event, and brand collaborations. View the summary paper of the project to the left and explore some of my favorite features below.

Augmented Reality Magazine Cover

We created an entire prototype issue (left) and gave judges copies of to see what the new Teen Vogue and its advertisements could look like. To emphasize the connection between Teen Vogue’s online and print facets, we came up with the idea to create live covers that would come to life on any reader’s smartphone. An app with an augmented reality feature allows users to scan the cover, activating a live video version of it on their smartphone. The model then appears to come alive on the cover, inviting readers into the issue and giving a brief overview of what’s inside.

We developed this technology and presented it to DECA judges, who were able to have Lizzie (our friend who posed for our cover), speak to them via an iPad screen.